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Walmart has announced an agreement to acquire Vibe.co, a self-serve connected TV (CTV) advertising platform. This acquisition aims to enhance the capabilities of Walmart Connect by providing small and mid-sized businesses (SMBs) and mid-market brands with greater access to streaming television advertising tools.

The transaction is subject to customary closing conditions, including the expiration of the applicable waiting period under the Hart-Scott-Rodino Antitrust Improvements Act of 1976. Terms of the agreement have not been disclosed.

Expanding Advertising Access for SMBs

The integration of Vibe.co’s platform is intended to support Walmart Connect’s objective of making commerce media more accessible and measurable. By combining Vibe.co’s self-serve technology with Walmart’s commerce audiences and closed-loop measurement ecosystem, the company intends to lower the barriers to entry for advertisers who may lack large media teams or specialised resources.

The Vibe.co platform facilitates self-serve campaign activation and offers direct supply partner integrations. For Walmart’s third-party marketplace sellers and other mid-market advertisers, this is expected to streamline the process of launching CTV campaigns and assessing their impact on commerce outcomes.

Integration and Ecosystem Growth

This acquisition follows other investments by Walmart Connect, including partnerships with Magnite, Yahoo DSP, and Google DV360, as well as the acquisition of VIZIO. These moves are part of a broader effort to reduce friction in planning, targeting, and ad content creation within the CTV landscape.

Ryan Mayward, GM and Senior Vice President of Walmart Connect U.S., stated that Vibe.co’s purpose-built platform simplifies streaming TV advertising. The company noted that it remains committed to operating within an open ecosystem, working alongside broadcasters, publishers, supply-side platforms (SSPs), and measurement providers. According to the announcement, the acquisition is intended to expand advertiser choice and accessibility rather than limit engagement with the broader media ecosystem.

Following the anticipated close of the transaction by the end of fiscal year 2027, the Vibe.co leadership team, including CEO and Co-Founder Arthur Querou and CTO and Co-Founder Franck Tetzlaff, will join Walmart Connect to support the integration and ongoing operations. Walmart does not expect the transaction to affect its previously provided fiscal year 2027 sales and operating income guidance.