Walmart has agreed to acquire Vibe.co, a self-service connected television advertising platform, in a move designed to expand the advertising tools available through its Walmart Connect commerce media business. The proposed deal brings Vibe.co’s campaign activation technology into a broader ecosystem that combines commerce audiences, closed-loop measurement and connected TV capabilities strengthened by Walmart’s acquisition of VIZIO. Financial terms were not disclosed, and the transaction remains subject to customary closing conditions, including the applicable Hart-Scott-Rodino review process.
Transaction Details
The companies expect the acquisition to close by the end of Walmart’s fiscal year 2027, subject to regulatory clearance and other standard requirements. Walmart said the transaction is not expected to affect its previously issued fiscal 2027 guidance for sales and operating income growth. Following completion, Vibe.co Chief Executive Officer and co-founder Arthur Querou, Chief Technology Officer and co-founder Franck Tetzlaff, and the wider team are expected to join Walmart Connect.
Expanding Commerce Media
The acquisition is intended to make connected TV advertising easier to access for small and mid-sized businesses, mid-market brands and third-party sellers on Walmart Marketplace. Walmart Connect is pursuing a fuller advertising offering that can support brands from campaign planning and audience targeting through activation, measurement and optimization. By adding Vibe.co, the retailer aims to give advertisers a simpler route to streaming television inventory while linking media spending more directly to commerce outcomes.
Vibe.co’s Platform
Vibe.co operates a self-service platform built for ecommerce and performance marketers that want to run streaming television campaigns with digital-style speed and accountability. Its technology includes direct integrations with inventory suppliers, proprietary advertising tools, advanced targeting, AI-supported optimization and measurement capabilities. The company says it serves more than 10,000 advertisers, positioning it as a platform intended to reduce the barriers that have often kept smaller advertisers out of connected TV.
Addressing CTV Complexity
Connected television has become an important channel for reaching audiences across streaming services, but campaign buying and performance measurement can remain difficult, fragmented and resource-intensive. Walmart Connect and Vibe.co plan to address those hurdles across the advertising workflow, including content creation, planning, targeting, activation and optimization. Their combined proposition is centred on greater transparency and clearer evidence of how a connected TV investment contributes to commercial results.
A Broader Advertising Ecosystem
The deal follows Walmart Connect’s continuing investment in advertising infrastructure and partnerships, including recent collaborations with Magnite, Yahoo DSP and Google DV360. Combined with VIZIO, Vibe.co is expected to strengthen Walmart’s ability to provide targeting, activation and measurement across its connected TV ecosystem. Walmart said it intends to preserve an open and collaborative approach, continuing to work with broadcasters, publishers, supply-side platforms, measurement providers and other technology partners.
For Walmart, the proposed acquisition represents a further effort to turn commerce media and connected TV into a more practical channel for advertisers that lack large specialist teams. For Vibe.co, joining Walmart Connect offers access to a larger commerce media environment and the opportunity to extend its performance-focused approach to streaming television. The transaction signals Walmart’s ambition to compete more directly in the expanding connected TV advertising market by combining self-service technology with shopper data and measurable retail outcomes.