Walmart closes $1.4b Vibe.co deal for streaming TV ads
Vibe.co serves more than 10,000 advertisers, including small businesses.
Walmart finalized its acquisition of TV ad company Vibe.co on Tuesday, integrating the platform into its Walmart Connect advertising service. The deal, initially disclosed in June, saw Walmart shell out $1.4 billion for Vibe.co. The Wall Street Journal reported the acquisition earlier. Vibe.co's self-service streaming TV ad platform allows small and medium-sized brands to launch campaigns across various publishers.
By merging Vibe.co's technology with Walmart Connect, Walmart aims to bolster its connected TV advertising capabilities and broaden its reach to customers. Ryan Mayward, Walmart's GM and senior vice president of Walmart Connect, stated, "Vibe has crafted an outstanding platform that simplifies and democratizes streaming TV advertising for businesses of all scales.
Together, we will build upon this foundation to help advertisers connect more effortlessly across streaming, shopping, and the wider commerce journey, all while enhancing ad measurability, effectiveness, and accessibility." Walmart's most recent major acquisition, completed in 2024, was the purchase of TV manufacturer Vizio for $2.3 billion to bolster its advertising division.
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