Vibe.co

Adtech · Retail Media · Streaming/CTV

Acquisition

Walmart closes $1.4B acquisition of streaming ad platform Vibe.co

The deal hands Walmart Connect a self-serve CTV buying tool, closing the gap with Amazon's integrated ad stack.

• Walmart has completed its acquisition of Vibe.co, a self-service streaming TV advertising platform, folding it into its Walmart Connect retail media business; the deal was reportedly valued at $1.4 billion.
• Founded in 2021, Vibe.co lets advertisers launch and optimize streaming TV campaigns across premium publishers and says it serves more than 10,000 advertisers with AI-driven targeting and measurement.
• Vibe co-founder and CEO Arthur Querou said joining Walmart lets the company scale its goal of making TV advertising as intuitive as search and social ad buying.
• The purchase follows Walmart's 2024 acquisition of TV maker Vizio, adding a smart TV operating system and ad-supported channel WatchFree+ to its media stack.
• Amazon's advertising business, built on Prime Video, Fire TV, Twitch and its DSP, generated $19.8 billion in Q2 2026 revenue, up 26% year over year, underscoring the scale Walmart is chasing.
• By stitching together a TV operating system, ad-supported streaming, and now a self-serve buying platform, Walmart is trying to control the full path from screen impression to in-store or online purchase, turning streaming inventory into just another retail media shelf.