Walmart agreed to acquire Vibe.co, a self-serve connected-TV advertising platform that brings small and mid-market businesses’ media onto streaming, in a deal sources tipped at above $1B to extend its push into advertising. Vibe, which billed itself as “the Google Ads of streaming” and hit $100M in annual recurring revenue last year, gives Walmart Connect access to more than 10,000 SMB and mid-market advertisers it can pair with the retailer’s commerce data and closed-loop measurement to drive ad dollars. The deal builds on Walmart’s earlier $2B-plus Vizio purchase and recent integrations with Magnite, Google DV360, and Yahoo as it pushes deeper into retail media and CTV. Co-founders Arthur Querou and Franck Tetzlaff are expected to join Walmart Connect, with the transaction set to close by the end of fiscal 2027.
