Walmart to Buy Vibe in Effort to Fuel TV Ad Business
The deal would add self-serve tools for small and mid-sized advertisers and support Walmart Connect’s push to make streaming TV campaigns easier to buy and measure.
- On Tuesday, Walmart Inc. agreed to acquire Paris-based Vibe.co to expand its connected television advertising business and strengthen Walmart Connect's streaming campaign capabilities.
- This move builds on Walmart's $2.3 billion acquisition of Vizio in 2024, as the retailer increasingly prioritizes advertising as a fast-growing profit driver within its media commerce ecosystem.
- Vibe.co operates a self-service platform designed to make streaming TV advertising accessible for small and mid-sized businesses, providing automated performance optimization tools without requiring specialized expertise.
- Co-Founder Arthur Querou and Frank Tetzlaff will join Walmart Connect following the deal's expected close by the end of fiscal year 2027, subject to Hart-Scott-Rodino Antitrust Improvements Act approval.
- "We want to be where our customers are spending their time," said Ryan Mayward, senior vice president and general manager of Walmart Connect U.S., explaining the strategic focus on fragmented CTV environments.
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Walmart buys ‘the Google Ads of streaming’ Vibe in a deal tipped at a $1 billion-plus valuation
Related Insights Business of TV Meta eyes CTV expansion to fuel its next wave of ad growth Read More Walmart has agreed to acquire Vibe.co, an outfit specializing in bringing SME’s media to CTV, in a move extending the retail giant’s multi-billion-dollar push into advertising over recent years. Financial terms of the deal were not publicly disclosed, although separate sources approached by Digiday, who requested not to be named to mainta…
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The American wholesale giant Walmart announced on Tuesday the acquisition of Vibe.co, a New York-based advertising start-up on streaming platforms, founded by two French entrepreneurs.
Walmart acquires Vibe.co amid stronger push into connected TV advertising
Several models of Vizio smart TVs at a Walmart Supercenter in West Sacramento, California. (Photo by Matthew Keys for The Desk) 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 med…
Walmart to Acquire Vibe.co in Bid to Win More Advertising to Its Platforms
Walmart is one of the nation’s more prominent advertisers, but, increasingly, it’s looking to become a bigger sell of advertising as well. The retailing giant, which offers video-advertising inventory around its stores and via its Vizio TV-manufacturing unit, said Tuesday that it intends to acquire Vibe.co, a platform that allows advertisers to buy and create digital ads. Walmart sees the purchase as one way to facilitate more business from sm…
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