Walmart to Acquire Vibe.co for Up to $1.4 Billion

Walmart has agreed to acquire Vibe.co, a self-serve connected television advertising platform, in a major move to expand its retail media business. The deal, announced on Tuesday, June 23, 2026, is valued at up to $1.4 billion, according to reports, and represents Walmart's largest acquisition in two years.

The acquisition aims to integrate Vibe.co's technology into Walmart Connect, the retailer's commerce media platform, with the goal of making streaming TV advertising more accessible and measurable for small and medium-sized businesses. Vibe.co's platform allows advertisers to buy, manage, and optimize ads across smart TVs and streaming services, treating the medium with the ease of digital and social media channels. The startup currently serves more than 10,000 advertisers, primarily e-commerce brands and growth-stage companies.

This transaction builds on Walmart's earlier purchase of smart TV maker VIZIO in December 2024. While that deal gave Walmart control over screens in millions of homes, the Vibe.co acquisition provides the software to monetize that footprint, particularly by lowering barriers for smaller advertisers who have historically been priced out of traditional...