BENTONVILLE, Ark. — Walmart has completed its acquisition of Vibe.co, a self-service streaming TV advertising platform, thereby expanding the capabilities of its Walmart Connect commerce media business in the U.S.
The acquisition will enable Walmart Connect to offer advertisers more ways to plan, buy, and measure streaming TV advertising. By combining Vibe.co’s technology with Walmart’s first-party insights and commerce media capabilities, the retailer aims to make connected TV advertising more accessible to brands of all sizes and better align media investments with measurable business outcomes.
“Today is an exciting milestone for Walmart Connect as we officially welcome the Vibe.co team to Walmart,” said Ryan Mayward, GM and senior vice president, Walmart Connect U.S. “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.”
Founded in 2021, Vibe.co offers a self-service platform that enables advertisers to launch streaming TV campaigns across premium publishers. The company says it serves more than 10,000 advertisers and provides advanced targeting, AI optimization, and measurement capabilities.
Adding streaming TV capabilities broadens the advertising tools available through Walmart Connect, which works with suppliers, Marketplace sellers and brands across onsite, offsite and in-store channels. For health, wellness and consumer brands sold through Walmart, the expanded platform offers another opportunity to reach shoppers outside Walmart’s digital properties while using commerce data to assess campaign performance.
“When we founded Vibe.co, our goal was to make TV advertising as intuitive and accessible as search and social advertising,” said Arthur Querou, co-founder and CEO, Vibe.co. “Joining Walmart allows us to bring that vision to a much broader audience. By combining Vibe’s technology with Walmart Connect’s scale, first-party insights and commerce capabilities, we’ll help advertisers achieve even stronger business outcomes while continuing to innovate on behalf of our customers.”
The acquisition builds on Walmart’s continued investment in its advertising business as the retailer expands how brands can reach consumers across streaming, digital, and in-store experiences.
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