Streaming is becoming an important part of many retail media networks’ growth strategies, as retailers believe that shopper data can help advertisers prove their TV ads lead to sales.On Tuesday, Walmart said it has agreed to acquire Vibe.co, a self-service connected TV advertising platform for small and mid-sized businesses and mid-market brands. The deal surpassed $1 billion, sources told Digiday, and is expected to close by the end of this fiscal year.
This isn’t the first play by Walmart to build out its streaming advertising capabilities, having acquired Vizio in 2024. Walmart and other retailers have also recently invested in the ability to integrate their shopping data into video platforms like YouTube and TikTok, pitching brands on the ability to plan full-funnel campaigns.
EMarketer forecasts U.S. retail media ad spending on off-site channels like CTV will reach $17.05 billion in 2026, up 29.5% from last year.
Walmart is combining Vibe’s service with its access to shoppers, closed-loop measurement and media ecosystem that now also includes Vizio. Walmart hopes Walmart Connect can be a place where smaller advertisers without large media teams, including Walmart Marketplace sellers, can launch CTV campaigns and measure their success using its commerce data.