Walmart has completed its acquisition of Vibe.co, a self-service streaming TV advertising platform, the retailer announced on Tuesday, August 4, 2026. The Wall Street Journal previously reported the deal was valued at $1.4 billion.
The acquisition, first announced in June 2026, brings Vibe.co into Walmart Connect, Walmart’s connected TV advertising platform. Vibe.co’s platform allows small- and medium-sized brands to launch streaming TV campaigns across multiple publishers.
Ryan Mayward, GM and senior vice president of Walmart Connect, said in a press release: “Vibe has built an exceptional platform that makes streaming TV advertising simple and accessible for businesses of all sizes. 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.”
By combining Vibe.co’s capabilities with its own platform, Walmart says it is expanding its connected TV advertising business and gaining new ways to reach customers. The deal may also extend Walmart Connect’s reach to smaller businesses that previously lacked access to streaming TV advertising tools.
The Vibe.co deal is Walmart’s largest acquisition since it purchased TV manufacturer Vizio for $2.3 billion in 2024, also aimed at strengthening its advertising business.
Source: TechCrunch