Walmart to Acquire Vibe.co to Expand Access to Connected TV Advertising
Skip to main
Skip to footer
About
Business of Better
Leadership
Board of Directors
Sam Walton
Walmart Museum & History
New Home Office
Working at Walmart
Sam's Club
Walmart International
Location Facts
Policies
Contact Walmart
Purpose
Opportunity
Sustainability
Community
Ethics & Integrity
Belonging
Philanthropy
ESG & Shared Value Reporting
Health & Wellness
News
Events
Media Library
Contact Media Relations
Investors
Events
Stock Information
Financial Information
Corporate Governance
ESG Investors
Investor Resources
Suppliers
Supplier Development
Supplier Requirements
Apply to be a Supplier
Supplier Inclusion
Sustainability for Suppliers
Investing In American Jobs
Sam's Club Suppliers
Walmart Growth Summits
Careers
Ask Walmart
search
close
search
Powered by generative AI. Results may not fully be accurate. Use is governed by the
Generative AI Guidelines<br>and other applicable<br>Walmart policies.
Shop
Logout
Login
Logout
Logout
Notifications
Mark All Read
All
keyboard_arrow_down
All
Recalls
Unread
No notification selected
Select a notification to display details
See All
Menu
About
About
Business of Better
Leadership
Board of Directors
Sam Walton
Walmart Museum & History
New Home Office
Working at Walmart
Sam's Club
Walmart International
Location Facts
Policies
Contact Walmart
Purpose
Purpose
Opportunity
Sustainability
Community
Ethics & Integrity
Belonging
Philanthropy
ESG & Shared Value Reporting
Health & Wellness
News
News
Events
Media Library
Contact Media Relations
Investors
Investors
Events
Stock Information
Financial Information
Corporate Governance
ESG Investors
Investor Resources
Suppliers
Suppliers
Supplier Development
Supplier Requirements
Apply to be a Supplier
Supplier Inclusion
Sustainability for Suppliers
Investing In American Jobs
Sam's Club Suppliers
Walmart Growth Summits
Careers
Ask Walmart
Walmart to Acquire Vibe.co to Expand Access to Connected TV Advertising
June 23, 2026
2 min read
Business
Share
Share
Copy Link
Share
tag if link exists, otherwise unwraps -->
Acquisition brings Vibe.co’s self-serve, connected TV advertising platform into Walmart Connect’s commerce media platform, making TV advertising more accessible and measurable for small and mid-sized businesses (SMB) and mid-market advertisers.
BENTONVILLE, Ark. and NEW YORK, June 23, 2026 — Walmart and Vibe.co today announced they have entered into an agreement under which Walmart will acquire Vibe.co, a self-serve, connected TV (CTV) advertising platform designed to simplify advertising for small and mid-sized businesses (SMB) and mid-market brands. The transaction is subject to customary closing conditions, including the expiration or early termination of the applicable waiting period under the Hart-Scott-Rodino Antitrust Improvements Act of 1976, as amended. Terms of the transaction were not disclosed.
The acquisition advances Walmart’s strategy to build more accessible, full-funnel advertising solutions through Walmart Connect, its commerce media business. By combining Vibe.co’s self-serve CTV platform with Walmart’s commerce audiences, closed-loop measurement and growing media ecosystem, including VIZIO, Walmart Connect aims to help more advertisers launch CTV campaigns and better measure their business impact.
Walmart Connect is focused on making commerce media more accessible, more measurable and easier to activate for advertisers of all sizes.
Ryan Mayward
GM and Senior Vice President, Walmart Connect U.S.
“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 Senior Vice President, Walmart Connect U.S. “Vibe.co 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.”
Vibe.co’s platform offers self-serve campaign activation, direct supply partner integrations, proprietary advertising technology and performance-driven optimization that helps advertisers access premium connected TV inventory more efficiently. The combination is expected to support broader adoption of the CTV ad media among advertisers across Walmart Connect, and the broader connected TV ecosystem, particularly among SMB and mid-market advertisers, including Walmart’s third-party marketplace sellers. The platform can deliver easier campaign activation, greater transparency and stronger measurement between media investment and commerce outcomes.
Vibe.co 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...