Walmart Buys Vibe.co for $1.4 Billion to Pull SMBs Into Streaming Ads
Updated
Updated · AdExchanger · Jun 23
Walmart Buys Vibe.co for $1.4 Billion to Pull SMBs Into Streaming Ads
3 articles · Updated · AdExchanger · Jun 23
Summary
$1.4 billion gives Walmart a French self-serve ad platform built to help small and midsize brands buy connected-TV ads more easily and measure results.
Vibe will sit inside Walmart Connect alongside Vizio, letting Walmart pair streaming inventory with retail sales data to strengthen closed-loop attribution and performance-TV targeting.
SMBs are the main target because they often lack the tools and budgets for TV ads yet favor performance marketing, an area where Walmart says its shopper data can prove ad impact.
The deal extends Walmart's ad-tech buying spree after Vizio's $2.3 billion acquisition in 2024 and comes amid broader consolidation as companies chase connected-TV ad dollars.