(Charles Krupa/Associated Press)
| Update:
key takeaways:
- On June 23, Walmart Inc. agreed to acquire Vibe.co to expand its connected television advertising business, terms of the deal were not disclosed.
- The move underscores Walmart’s emphasis on advertising as a fast-growing profit driver, building on its $2.3 billion Vizio acquisition in 2024.
- The company is expected to integrate Vibe.co into its advertising ecosystem as it looks to reach more buyers and grow revenue beyond retail.
Walmart Inc. has agreed to acquire Vibe.co in an effort to expand its connected television advertising business, as the retailer looks to reach customers more effectively.
Vibe.co is a platform that aims to simplify advertising offerings for small and medium-sized brands, helping them promote products and measure their performance.
The deal will help Walmart support these companies more closely and reach more of them — an important group because many of its third-party marketplace sellers fall into this category.
“We want to be where our customers are spending their time,” Ryan Mayward, senior vice president and general manager of Walmart Connect US, said in an interview. “They’re spending more and more time in a connected TV environment.”
Mayward said that as viewership has shifted toward connected TVs — or TVs that connect to the Internet and stream content — more customers are discovering brands while watching shows and then turning to their Walmart app to view different items.
Through the acquisition, Walmart will help enhance Vibe.co’s technology and make it easier for smaller companies to advertise.
Just announced: Walmart has reached an agreement to acquire @vibedotcoA self-service CTV advertising platform built for SMB and mid-market advertisers. With Walmart Connect, https://t.co/n2hG9KZA6C Will help make it easier to activate, customize, and stream streaming TV… pic.twitter.com/ZAu0qOzv01
– Walmart News (@WalmartNews) 23 June 2026
Terms of the deal, which is expected to close by the end of the financial year, were not disclosed. Advertising is one of Walmart’s fastest growing businesses, Promote profit growth.
The company’s last big deal was the acquisition of smart TV maker Vizio, for which Walmart paid $2.3 billion in 2024 to boost its advertising business. The retailer has changed Bloomberg News previously reported that Vizio is a private-label brand sold exclusively at Walmart and Sam’s Club stores.
Walmart is ranked No. 1 on Transportation Topics’ Top 100 list of the largest private carriers in North America and No. 32 on TT’s list of the Top 50 global freight companies.
