Walmart has entered into a definitive agreement to buy Vibe.co, a self-serve connected television (CTV) advertising platform.
The transaction integrates Vibe’s ad management technology directly into Walmart Connect, the retailer’s commerce media business unit.
The acquisition aims to expand digital advertising capabilities for small and mid-sized businesses, mid-market brands, and third-party sellers using the Walmart marketplace.
Vibe operates a software infrastructure that enables performance and e-commerce companies to set up streaming television marketing campaigns via automated tools, mirroring the processes used for paid social media channels.
By linking these self-directed tools with Walmart’s consumer audience networks and closed-loop measurement programmes, the enterprise intends to help advertisers launch and assess streaming media content.
Walmart Connect and Vibe will facilitate CTV progress, including planning, targeting, ad content creation, activation, measurement and optimization, making CTV more accessible to advertisers without large media teams or specialized resources.
“Walmart Connect is focused on making commerce media more accessible, more measurable and easier to activate for advertisers of all sizes,” said Ryan Mayward, GM and SVP, Walmart Connect US.
“Vibe has created a purpose-built platform that simplifies streaming TV advertising, and together, we can help more businesses connect with customers across streaming environments while measuring the impact of those campaigns through Walmart’s commerce capabilities.”
“Vibeo was built as the self-serve platform for performance and ecommerce marketers to run streaming TV the way they run paid social: measurable, fast to launch, and optimised for better outcomes,” said Arthur Querou, co-founder and CEO of Vibe.
Following the conclusion of the transaction, Querou, alongside co-founder and CTO Franck Tetzlaff and the associated company staff, will transfer into the Walmart Connect division.
The execution remains subject to standard closing rules, including regulatory clearances under the Hart-Scott-Rodino Antitrust Improvements Act, with finalisation expected by the end of the 2027 fiscal year.
