Walmart has agreed to acquire Vibe.co, a provider of self-serve connected TV (CTV) advertising technology, in a move aimed at broadening access to streaming television advertising for small and mid-sized businesses and mid-market brands.
The acquisition will integrate Vibe.co’s self-serve CTV platform with Walmart (Nasdaq: WMT) Connect’s commerce audience data, closed-loop measurement capabilities and media assets, including VIZIO, to create more accessible and measurable advertising solutions. Vibe.co operates a self-service platform that enables advertisers to plan, launch and optimize CTV campaigns with minimal complexity. The company’s technology includes direct integrations with supply partners, proprietary advertising tools and performance-focused optimization capabilities designed to help advertisers efficiently access premium streaming inventory.