Walmart Completes Acquisition of Streaming Ad Platform Vibe.co for $1.4 Billion

Walmart recently announced it has completed the acquisition of Vibe.co, a self-serve streaming TV advertising platform. The deal was first disclosed in June 2026, and upon closing, Vibe.co will be integrated into Walmart Connect, the retail giant's connected TV (CTV) advertising arm. Earlier market reports pegged the acquisition price at $1.4 billion.

Vibe.co's platform enables small and medium-sized brands to run streaming TV ad campaigns across multiple content distributor channels. By integrating Vibe.co's platform capabilities, Walmart will further expand its CTV advertising business and add new touchpoints to reach consumers.

Ryan Mayward, General Manager and Senior Vice President of Walmart Connect, noted that the platform built by Vibe allows businesses of all sizes to launch streaming TV ad campaigns easily and conveniently. Building on this foundation, the two parties will help advertisers reach consumers more seamlessly across streaming, shopping and the broader consumer journey, while improving the measurability, performance and accessibility of advertising.

Prior to this Vibe.co acquisition, Walmart's last major acquisition took place in 2024, when it bought TV manufacturer Vizio for $2.3 billion, with the core goal of strengthening its advertising business.