Walmart Connect has announced the acquisition of Vibe.co, a self-serve platform designed for performance and ecommerce marketers to run streaming TV advertising.
The transaction is expected to close by the end of fiscal year 2027 and is not projected to impact Walmart's FY27 sales and operating income growth guidance.
Key Details
- Vibe.co enables advertisers to launch and optimize CTV campaigns with measurable outcomes, similar to paid social advertising.
- The acquisition aims to integrate Vibe.co into Walmart Connect's commerce media ecosystem, simplifying planning, targeting, ad creation, activation, measurement, and optimization for CTV.
- Walmart Connect has previously invested in partnerships with Magnite, Yahoo DSP, and Google DV360, and acquired VIZIO to expand its CTV capabilities.
- Following the close, Vibe.co CEO Arthur Querou, CTO Franck Tetzlaff, and other team members are expected to join Walmart Connect.
Statements
Arthur Querou, Co-Founder and CEO of Vibe.co, stated that the acquisition provides an opportunity to bring performance TV advertising to Walmart's commerce media ecosystem.
Walmart Connect stated that the acquisition is intended to expand advertiser choice and accessibility within an open and collaborative advertising ecosystem.