BENTONVILLE, Ark. — Walmart is expanding its retail media ambitions with an agreement to acquire Vibe.co, a self-service connected TV advertising platform, in a move designed to make streaming television advertising more accessible and measurable for small and midsized businesses, mid-market brands and marketplace sellers.
The acquisition will bring Vibe.co’s connected TV technology into Walmart Connect, the retailer’s commerce media business, combining Vibe.co’s self-serve platform with Walmart’s audience data, closed-loop measurement capabilities and growing media ecosystem, including its recently acquired smart TV business, VIZIO.
“Walmart Connect is focused on making commerce media more accessible, more measurable and easier to activate for advertisers of all sizes,” said Ryan Mayward, general manager and senior vice president of Walmart Connect U.S. “Vibe.co has created a purpose-built platform that simplifies streaming TV advertising, and together, we can help more businesses connect with customers across streaming environments while measuring the impact of those campaigns through Walmart’s commerce capabilities.”
Connected TV advertising has become an increasingly important channel for brands seeking to reach consumers through streaming services, but campaign planning, activation and measurement often remain complex and resource-intensive, particularly for smaller advertisers. Walmart said the combination with Vibe.co will help reduce friction across campaign creation, targeting, activation, optimization and performance measurement.
Vibe.co’s platform offers self-service campaign management, direct integrations with supply partners, proprietary advertising technology and performance-focused optimization tools that allow advertisers to access premium connected TV inventory more efficiently. Walmart Connect expects the acquisition to accelerate adoption of connected TV advertising among its advertising partners while providing clearer links between media spending and commerce outcomes.
“Vibe.co was built as the self-serve platform for performance and ecommerce marketers to run streaming TV the way they run paid social: measurable, fast to launch, and optimized for better outcomes,” said Arthur Querou, co-founder and CEO of Vibe.co. “Joining Walmart gives us the opportunity to accelerate that mission and bring performance TV advertising to one of the most powerful commerce media ecosystems in the market.”
The transaction builds on Walmart Connect’s recent efforts to strengthen its advertising capabilities through partnerships with companies including Magnite, Yahoo and Google’s DV360 platform. Walmart said the addition of Vibe.co will further enhance advertiser access to connected TV inventory while improving campaign measurement and targeting capabilities.
Following the close of the transaction, Querou, co-founder and CTO Franck Tetzlaff, and the broader Vibe.co team are expected to join Walmart Connect. Walmart said the acquisition is intended to expand advertiser choice and accessibility while maintaining existing relationships with broadcasters, publishers, supply-side platforms, measurement providers and other technology partners.
Terms of the transaction were not disclosed. The deal remains subject to customary regulatory approvals and closing conditions. Walmart expects the transaction to close by the end of fiscal 2027 and said it does not anticipate any impact on its previously issued fiscal 2027 sales and operating income guidance.
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