Walmart to Acquire CTV Ad Platform Vibe.co
Walmart is expanding its commerce media footprint. The retail giant announced this week that it has acquired Vibe.co, a self-serve connected TV advertising platform, alongside the unveiling of Backyard Escapes, a premium branded content program developed in tandem with Vizio.
The Vibe.co deal, expected to close by the end of fiscal year 2027, will bring the platform's self-serve CTV technology into Walmart Connect, Walmart's commerce media business. Walmart said it does not expect the deal to affect sales for that fiscal year or operating income guidance, and no financial terms were disclosed.
"Vibe.co has created a purpose-built platform that simplifies streaming TV advertising, and together, we can help more businesses connect with customers across streaming environments while measuring the impact of those campaigns through Walmart’s commerce capabilities," said Ryan Mayward, GM and SVP of Walmart Connect U.S.
The Vibe.co platform targets small- to mid-sized businesses as well as mid-market brands that want to run streaming TV campaigns without large media teams or specialized buying resources looming overhead. It offers self-serve campaign activation, direct supply partner integrations and performance-driven optimization capabilities, tools that Walmart Connect intends to make available to a broader audience across its advertiser base.
"Vibe.co was built as the self-serve platform for performance and e-commerce marketers to run streaming TV the way they run paid social: Measurable, fast to launch and optimized for better outcomes," said Vibe.co CEO and Co-Founder Arthur Querou. "Joining Walmart gives us the opportunity to accelerate that mission and bring performance TV advertising to one of the most powerful commerce media ecosystems in the market."
Querou and his fellow co-founder, CTO Franck Tetzlaff, are expected to join Walmart Connect along with Vibe.co's larger team after the deal closes.
Shoppable Content Programs With Brands
Alongside Vizio, Walmart is also launching Backyard Escapes, a shoppable content special hosted by TV personality Tan France that features influencer-led home design segments. The program, which launched in conjunction with Walmart's annual Patio & Garden Event, has extended into live activations in West Palm Beach, Florida.; Charlotte, N.C.; Austin, Texas; and Bentonville, Arkansas.
Participating brands so far include Scotts Miracle-Gro, Blackstone, Clorox Pool&Spa/BioLab, Perdue and Alper.
A follow-up program is already in the works. Join The Club, hosted by actor Josh Gad and timed with Walmart's Back to School event, will premiere on Vizio WatchFree+ on Aug. 3. The show will follow Gad joining college students across four campus clubs, with supplier products woven into the storytelling.
"For too long, the advertising industry has treated storytelling and commerce as separate disciplines," said Vizio SVP and GM Courtney Naudo. "We're changing that. Walmart is creating a new model where content, media and commerce work together as one connected experience."
This article was originally published on P2PI sibling brand Progressive Grocer.
