BENTONVILLE, Ark. — Walmart has completed its acquisition of Vibe.co, a self-service streaming TV advertising platform, as the retailer seeks to expand the capabilities and reach of its Walmart Connect commerce media business.
The acquisition brings Vibe.co’s connected TV technology to Walmart Connect, giving advertisers new ways to plan, buy and measure streaming TV campaigns. Walmart said the combination is intended to make connected TV advertising more accessible to businesses of all sizes and to help brands align advertising investments with activity across the shopping journey.
“Today is an exciting milestone for Walmart Connect as we officially welcome the Vibe.co team to Walmart,” said Ryan Mayward, GM and senior vice president, Walmart Connect U.S. “Vibe has built an exceptional platform that makes streaming TV advertising simple and accessible for businesses of all sizes. Together, we’ll build on that foundation to help advertisers connect with customers more seamlessly across streaming, shopping and the broader commerce journey while making advertising more measurable, effective and accessible.”
Founded in 2021, Vibe.co operates a self-service platform that enables advertisers to launch streaming TV campaigns across premium publishers. The company says its platform has served more than 10,000 advertisers and offers targeting, AI-powered optimization and measurement, along with flexible campaign budgets.
For Walmart, the deal adds another channel to a rapidly expanding advertising operation that already spans onsite, offsite and in-store media. Walmart Connect uses the retailer’s first-party shopper data and closed-loop measurement capabilities to help suppliers, Marketplace sellers and other brands link advertising exposure to measurable shopping activity.
“When we founded Vibe.co, our goal was to make TV advertising as intuitive and accessible as search and social advertising,” said Arthur Querou, co-founder and CEO, Vibe.co. “Joining Walmart allows us to bring that vision to a much broader audience. By combining Vibe’s technology with Walmart Connect’s scale, first-party insights and commerce capabilities, we’ll help advertisers achieve even stronger business outcomes while continuing to innovate on behalf of our customers.”
The acquisition further strengthens Walmart’s push beyond traditional retail into advertising and media, giving Walmart Connect another way to reach consumers across streaming, digital, and in-store environments while tying those interactions back to commerce.
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