Walmart Buys CTV Ad-Technology Firm 06/23/2026

Walmart announced Tuesday it has agreed to acquire Vibe.co, a self-serve connected TV ad platform, for an estimated $1.4 billion according to the Wall Street Journal. The deal combines Vibe.co's technology with Walmart's retail media network and audience data to help small and mid-sized businesses launch CTV campaigns at lower costs than traditional TV advertising.

The acquisition marks Walmart's push to compete with Amazon in advertising services and retail media. Vibe.co's platform allows advertisers to launch live TV campaigns in under five minutes starting at $50 daily, with real-time attribution tracking and conversion measurement. Vibe.co CEO Arthur Querou and CTO Franck Tetzlaff will join Walmart's advertising unit under retention agreements requiring them to stay through 2030.