Walmart announced on Tuesday that it has completed its acquisition of self-service streaming TV advertising platform Vibe.co. The acquisition, which was announced in June, brings Vibe.co into Walmart Connect, the retailer’s connected TV advertising platform.
The Wall Street Journal previously reported that Walmart was paying $1.4 billion for the acquisition.
Vibe.co’s platform enables small- and medium-sized brands to launch streaming TV campaigns across publishers. By combining Vibe.co’s platform with Walmart Connect, Walmart is expanding its connected TV advertising business and gaining new ways to reach customers.
“Vibe has built an exceptional platform that makes streaming TV advertising simple and accessible for businesses of all sizes,” said Ryan Mayward, GM and senior vice president of Walmart Connect, in a press release. “Together, we’ll build on that foundation to help advertisers connect with customers more seamlessly across streaming, shopping and the broader commerce journey while making advertising more measurable, effective and accessible.”
Walmart made its last major acquisition in 2024 when it purchased TV maker Vizio for $2.3 billion to strengthen its advertising business.