Walmart has finalized its acquisition of Vibe.co, the self-service streaming TV advertising platform first announced in June. The company is now part of Walmart Connect, strengthening Walmart's position in connected TV advertising.
Vibe.co is designed to help small and mid-sized brands launch streaming TV campaigns across multiple publishers with greater ease. By bringing the platform into its own ecosystem, Walmart is expanding the tools available to advertisers and deepening its reach across commerce and media.
According to Walmart Connect leadership, the combination is aimed at making streaming advertising more accessible, measurable, and effective for businesses of different sizes. The move also builds on Walmart's broader strategy in advertising technology, following its 2024 acquisition of Vizio.
As retail media and streaming continue to converge, this deal signals a future where shopping, content, and advertising operate in a more connected digital environment.
