Key Points
- Walmart has agreed to acquire connected TV advertising platform Vibe.co; financial terms were not disclosed.
- Vibe.co offers a self-service CTV advertising platform aimed at small and mid-sized businesses.
- The acquisition is primarily aimed at strengthening Walmart Connect’s commerce media and connected TV advertising capabilities.
Less than two years after closing on its $2 billion deal to acquire smart television maker Vizio, Walmart is making another concerted push into connected TV (CTV) advertising by acquiring Paris-based Vibe.co, the companies announced on Monday.
The transaction is expected to strengthen Walmart Connect, the retailer’s media commerce division, by adding technology that simplifies the purchase and management of connected TV advertising campaigns. Financial terms were not disclosed.
The acquisition is subject to customary regulatory approvals, including review under the Hart-Scott-Rodino Antitrust Improvements Act, Walmart warned.
Vibe.co operates a self-service platform that allows advertisers to launch, manage and optimize connected TV campaigns without requiring large media teams or specialized expertise. The platform includes direct integrations with supply-side partners, proprietary advertising technology and automated performance optimization tools designed to make streaming television advertising more accessible.
Walmart said combining Vibe.co’s technology with its growing media ecosystem, including Vizio and Walmart Connect’s commerce audience data and measurement capabilities, will help advertisers better connect media spending with business outcomes.
“Vibe.co has created a purpose-built platform that simplifies streaming TV advertising, and together, we can help more businesses connect with customers across streaming environments while measuring the impact of those campaigns through Walmart’s commerce capabilities,” Ryan Mayward, General Manager and Senior Vice President of Walmart Connect U.S., said in a statement.
The acquisition builds on Walmart Connect’s broader push into digital advertising and connected television. In recent years, the retailer has expanded partnerships with companies including Magnite, Yahoo DSP and Google DV360, while also acquiring smart TV manufacturer VIZIO to strengthen its position in the streaming ecosystem.
The deal is aimed primarily at expanding connected TV advertising opportunities for small and mid-sized businesses, including third-party sellers that operate on Walmart’s marketplace platform. Walmart said the combination is expected to provide easier campaign activation, greater transparency and improved measurement between advertising investments and commerce performance.
Vibe.co Chief Executive Officer and Co-Founder Arthur Querou said the company was founded to make streaming television advertising operate more like paid social media campaigns, emphasizing speed, measurability and performance optimization.
“Joining Walmart gives us the opportunity to accelerate that mission and bring performance TV advertising to one of the most powerful commerce media ecosystems in the market,” Querou said.
Following the transaction’s completion, Querou, Co-Founder and Chief Technology Officer Franck Tetzlaff and the broader Vibe.co team are expected to join Walmart Connect. The company said the team will help support integration efforts while continuing to serve existing advertisers, publishers and technology partners.
Walmart said it expects the transaction to close by the end of fiscal year 2027 and does not anticipate any impact on previously issued fiscal 2027 sales or operating income guidance.
