Walmart completes its acquisition of TV advertising company Vibe.co
Walmart has finalized its acquisition of Vibe.co, a self-service streaming TV advertising platform. The deal integrates Vibe.co into Walmart Connect to help small and medium-sized businesses reach customers through connected TV ads.
Why it matters
This acquisition signals Walmart's aggressive expansion into the digital advertising market to compete with major tech platforms.
Walmart announced on Tuesday that it has completed its acquisition of self-service streaming TV advertising platform Vibe.co. The acquisition, which was first announced in June, brings Vibe.co into Walmart Connect, the retailer’s connected TV advertising platform.
The Wall Street Journal previously reported that Walmart was paying $1.4 billion for the acquisition.
Vibe.co’s platform enables small- and medium-sized brands to launch streaming TV campaigns across publishers. By combining Vibe.co’s platform with Walmart Connect, Walmart is expanding its connected TV advertising business and gaining new ways to reach customers.
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