Walmart finalizes Vibe.co acquisition to bolster streaming ads

The deal, originally unveiled in June, provides Walmart with sophisticated tools for launching and measuring streaming campaigns. While the financial details were not reiterated in the latest announcement, previous reports valued the acquisition at $1.4 billion. Ryan Mayward, GM and Senior Vice President of Walmart Connect, noted that the merger aims to combine Vibe’s accessible interface with Walmart’s retail data to make advertising more effective for businesses of all sizes.

This move follows a broader strategy to transform the retail giant into an advertising powerhouse. Earlier this year, Walmart spent $2.3 billion to acquire television manufacturer Vizio. By controlling both the hardware in millions of living rooms and the platforms that serve ads to those screens, the company is positioning itself to capture a larger share of digital marketing budgets.