Walmart completes $1.4 billion Vibe.co acquisition, folds it into Walmart Connect
The $1.4 billion price on Walmart's purchase of Vibe.co, reported by the Wall Street Journal when the deal was announced in June, sat behind an acquisition that closed Tuesday. Walmart folded the self-service streaming TV advertising platform into Walmart Connect, the retailer's connected TV advertising platform. Vibe.co's platform lets small and medium-sized brands launch streaming TV campaigns across publishers. Ryan Mayward, GM and senior vice president of Walmart Connect, said the combination will help advertisers connect with customers across streaming, shopping and the broader commerce journey while making advertising more measurable, effective and accessible.
Self-service access to Vibe.co's streaming TV tools now sits inside Walmart Connect, giving small and medium-sized brands a route into streaming TV campaigns across publishers. Buyers running campaigns through Walmart Connect gain another route to reach customers across streaming, shopping and the broader commerce journey. The purchase follows Walmart's 2024 acquisition of TV maker Vizio for $2.3 billion, made to strengthen its advertising business.