BENTONVILLE, Ark. – Walmart has completed its acquisition of Vibe.co, a leading self-service streaming TV advertising platform, marking another step in the expansion of its growing commerce media business, Walmart Connect.
The acquisition is designed to strengthen Walmart Connect’s advertising capabilities by making connected TV (CTV) advertising easier to plan, buy and measure for businesses of every size. By combining Vibe.co’s user-friendly technology with Walmart’s commerce media platform and shopper insights, advertisers will be able to reach customers more effectively throughout the shopping journey while gaining improved measurement of campaign performance.
Ryan Mayward, General Manager and Senior Vice President of Walmart Connect U.S., said the addition of Vibe.co will accelerate innovation across the company’s advertising business.
“Vibe has created an outstanding platform that simplifies streaming TV advertising for businesses of all sizes,” Mayward said. “Together, we will build on that success to help advertisers connect with shoppers more effectively across streaming, retail and digital channels while delivering more measurable and impactful advertising.”
Founded in 2021, Vibe.co has quickly established itself as a leading self-service platform for streaming television advertising. Its technology enables businesses to launch campaigns across premium streaming publishers through an intuitive interface, flexible budgets and simplified campaign management. Thousands of advertisers have already used the platform to access connected TV advertising without the complexity traditionally associated with television media buying.
Arthur Querou, Co-founder and Chief Executive Officer of Vibe.co, said becoming part of Walmart represents a major opportunity for the company.
“Our vision has always been to make TV advertising as simple and accessible as digital search and social advertising,” he said. “By joining Walmart, we can expand that vision to a much larger audience while combining our technology with Walmart Connect’s scale, first-party customer insights and commerce capabilities.”
Walmart Connect serves suppliers, Marketplace sellers and brands by providing advertising solutions across online, in-store and off-site channels. The business enables advertisers to connect media spending directly to measurable sales performance, giving brands greater visibility into campaign effectiveness.
The acquisition of Vibe.co further reinforces Walmart’s investment in commerce media as retailers continue to develop new digital advertising opportunities that combine customer data, retail insights and connected television.
Walmart operates more than 10,900 stores and e-commerce platforms across 19 countries, serving approximately 280 million customers each week. The company reported fiscal 2026 revenue of $713 billion and employs around 2.1 million associates worldwide.