Walmart has completed its acquisition of Vibe.co, a self-service streaming TV advertising platform. The move brings Vibe.co into Walmart Connect and expands the retailer’s connected TV advertising business.

The $1.4 billion deal marks another significant step in Walmart's push to integrate digital marketing with its retail operations. Ryan Mayward, GM of Walmart Connect, stated that Vibe.co has built an exceptional platform making streaming TV ads accessible for businesses of all sizes.

By combining Vibe.co’s capabilities with Walmart Connect, the company aims to offer a more seamless and measurable advertising experience across various mediums. This acquisition follows Walmart's previous major buy in 2024 when it acquired TV maker Vizio for $2.3 billion to bolster its advertising portfolio.

The integration of Vibe.co into the Walmart ecosystem could mean new opportunities for small- and medium-sized brands, allowing them to reach a broader audience through streaming TV campaigns. As more companies embrace connected TV platforms, the future of television advertising looks set to evolve significantly.