Walmart has entered into an agreement to acquire Vibe.co, a self‑serve connected TV (CTV) advertising platform designed to simplify advertising for small and mid‑sized businesses (SMB) and mid‑market brands.
The acquisition advances Walmart’s strategy to build more accessible, full‑funnel advertising solutions through Walmart Connect, its commerce media business.
By combining Vibe.co’s self‑serve CTV platform with Walmart’s commerce audiences, closed‑loop measurement, and growing media ecosystem (including VIZIO), Walmart Connect aims to help more advertisers launch CTV campaigns and better measure their business impact. The platform offers self‑serve campaign activation, direct supply partner integrations, proprietary advertising technology, and performance‑driven optimization that helps advertisers access premium connected TV inventory more efficiently.
“Walmart Connect is focused on making commerce media more accessible, more measurable and easier to activate for advertisers of all sizes,” said Ryan Mayward, GM and SVP 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.”
Vibe.co was built as a platform for performance and e‑commerce marketers to run streaming TV with the same measurable, fast‑to‑launch and optimized approach as paid social.
“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,” said Arthur Querou, co‑founder and CEO of Vibe.co.
The combination is expected to support broader adoption of CTV advertising among advertisers across Walmart Connect and the broader CTV ecosystem, particularly among SMB and mid‑market advertisers, including Walmart’s third‑party marketplace sellers. The platform can deliver easier campaign activation, greater transparency and stronger measurement between media investment and commerce outcomes.
This transaction builds on Walmart Connect’s existing solutions and continued investments, including recent partnerships with Magnite, Yahoo DSP, and Google DV360. Combined with Walmart’s acquisition of VIZIO, Vibe.co strengthens Walmart Connect’s ability to deliver simplified activation, enhanced targeting, and measurable outcomes across its growing CTV ecosystem.
The transaction is subject to customary closing conditions, including the expiration or early termination of the applicable waiting period under the Hart‑Scott‑Rodino Antitrust Improvements Act. Terms of the transaction were not disclosed.
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