Walmart buys Vibe.co for expanding advertising platform

Deal strengthens Walmart Connect’s media platform, making streaming TV campaigns more accessible for smaller advertisers.

Walmart has agreed to acquire Vibe.co, a self-service connected TV (CTV) advertising platform, in a move aimed at expanding access to streaming TV advertising for small and medium-sized businesses as well as mid-market brands.

The acquisition supports Walmart Connect’s strategy of building more accessible and measurable advertising solutions across its commerce media ecosystem. By integrating Vibe.co’s self-service capabilities with Walmart’s audience data, measurement tools and media assets, including VIZIO, the retailer aims to simplify the process of launching and evaluating CTV campaigns.

“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 Senior Vice President of Walmart Connect U.S. “Vibe.co has created a purpose-built platform that simplifies streaming TV advertising.”

Vibe.co specializes in self-service campaign management, performance optimization and access to premium connected TV inventory. The platform is designed to help advertisers run streaming TV campaigns with greater speed, transparency and efficiency, particularly those without large media teams or specialized resources.

The transaction is expected to strengthen Walmart Connect’s offering for marketplace sellers and other advertisers seeking to connect media investments with measurable business outcomes. It also builds on Walmart’s recent efforts to expand its advertising capabilities through partnerships and technology investments across the digital media landscape. 

The companies expect the acquisition to close before the end of Walmart’s fiscal year 2027.