Walmart Buys CTV Ad-Technology Firm 06/23/2026

Source Domain: www.mediapost.com

Walmart, which has developed one of the most sophisticated retail media networks,
advanced its advertising strategy on Tuesday to sell more advertising space across connected TV (CTV).

The retailer on Tuesday announced it has entered into an agreement to acquire Vibe.co, a
self-serve CTV ad platform that aims to simplify advertising for small and mid-sized businesses (SMBs).

Walmart Connect is focused on making commerce media more accessible, more measurable and
easier to activate for advertisers of all sizes,” stated Ryan Mayward, general manager and senior vice president, Walmart Connect U.S.

Combining Vibe.co’s self-serve CTV platform
with Walmart’s commerce audiences, closed-loop measurement and growing media ecosystem includes Vizio. The goal is for Walmart Connect to help more advertisers launch CTV campaigns and better
metrics to measure their business impact.

Walmart’s acquisition of Vibe.co demonstrates a major shift and shows how retail media, CTV and small-business advertising converge through
self-service advertising options for performance media other than search. It builds on resent full-funnel advertising options through Walmart Connect, the company’s commerce media business.

The acquisition should help Walmart compete better with Amazon, which announced a deal this week with Samsung. Television remote controls have become the key to shoppable ads.

Brands
that advertise on Samsung TV Plus will soon be able to use Amazon Ads’ remote-enabled video ad technology on the FAST service. This means brands can connect their ads to Amazon’s browsing,
streaming, and shopping signals to reach consumers, measure engagement, and close the gap between discovery and purchase across the funnel.

Walmart’s acquisition of Vibe.co will likely attract
smaller brands that were previously priced out of TV. SMBs can now buy TV ads through a self-service type of tool that replaces sometimes complicated and lengthy processes.

The deal…

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