Walmart has completed its acquisition of streaming TV advertising platform Vibe.co. TechCrunch reported on Monday that Walmart completed the deal, first announced in June, and folded Vibe into its connected TV advertising platform, Walmart Connect.
The Wall Street Journal previously reported that Walmart paid $1.4 billion for the acquisition.
Vibe has operated a self-service platform that helps small and midsize brands run streaming TV advertising campaigns across multiple publishers. Walmart plans to combine Vibe's platform with Walmart Connect to expand its connected TV advertising business and broaden customer touchpoints.
Ryan Mayward (라이언 메이워드), head and senior vice president of Walmart Connect, said Vibe built a platform that makes it easy for companies of all sizes to run streaming TV advertising. He said it would help advertisers connect more seamlessly with customers across streaming, shopping and the broader commerce journey, and improve measurability, efficiency and accessibility of advertising.
Walmart also acquired TV manufacturer Vizio for $2.3 billion in 2024 to strengthen its advertising business.
Chi-gyu Hwang
delight@d-today.co.kr