Walmart Acquires Vibe.co to Supercharge Connected TV Ad Business

Walmart Inc. announced on June 23, 2026, that it has agreed to acquire Vibe.co, a self-serve connected television (CTV) advertising platform targeting small and mid-market advertisers. The deal’s financial terms were not disclosed. This acquisition marks Walmart’s latest push into advertising, a sector rapidly expanding as a profit driver for the retail giant. The move follows Walmart’s $2.3 billion purchase of smart TV manufacturer Vizio in 2024, which was also aimed at strengthening its advertising ecosystem. Walmart plans to integrate Vibe.co into its existing advertising infrastructure, including Walmart Connect, to enhance its ability to reach shoppers and diversify revenue streams beyond traditional retail. The company has already converted Vizio into a private-label brand sold exclusively at Walmart and Sam’s Club stores, as previously reported. Walmart’s aggressive expansion into advertising reflects its broader strategy to monetize its vast customer base and data assets through digital channels.