Walmart said on August 4 that it had completed its acquisition of Vibe.co, a New York-based advertising technology company with a self-service streaming TV advertising platform.

The deal, announced in June, was reportedly valued at US$1.4 billion.

Vibe.co launched its platform in 2021 and serves more than 10,000 advertisers, including small and medium-sized businesses, midmarket brands, ecommerce companies, and growth-stage businesses.

Walmart said Vibe.co will become part of Walmart Connect as the retailer expands its connected TV advertising business following its acquisition of Vizio.

The company said it plans to combine Vibe.co’s self-service platform with Walmart’s commerce audience data and closed-loop measurement capabilities.

Walmart’s 2024 acquisition of Vizio also expanded its connected TV footprint to 19.1 million active SmartCast accounts in the third quarter of 2024.

The acquisition also strengthens Walmart’s position in the self-service streaming TV advertising market, where Amazon offers campaigns with no minimum spending requirement.

🔗 Source: TechCrunch