Walmart is letting advertisers on Vibe, the self-serve connected TV ad platform it agreed to buy in June, target more than 3,300 audience segments built from its online and in-store shopping data. Vibe’s mostly small and midsize advertisers can aim at recent or likely buyers, estimate household reach, and mix Walmart’s segments with their own customer lists, with no contract or seat required. However, they won’t get Walmart Connect’s closed-loop sales measurement and will rely on Vibe’s tools and third parties such as Northbeam, Triple Whale, and Haus instead, though Walmart Connect GM Ryan Mayward said measurement tied to business outcomes will come later.
