WALMART BUYS VIBE.CO FOR $1.4B TO EXPAND AD BUSINESS

INDUSTRY DESK■ 1 MIN READ

TUE, JUN 23, 2026

■ AI-SUMMARIZED FROM 2 SOURCES ▸ TIMELINE

Walmart has acquired Paris-based Vibe.co for $1.4 billion in cash, gaining technology that enables businesses to create and run targeted ads on streaming services and connected TVs. The deal includes retention bonuses of $180 million for top executives over four years.

Vibe.co's co-founders and leadership will join Walmart Connect, the retail giant's advertising division, as part of the acquisition. The company provides a platform for advertisers to create and purchase ads across connected TV (CTV) networks. Walmart has aggressively expanded its advertising business in recent years, leveraging its vast customer data and retail footprint. The Vibe.co acquisition strengthens that push into digital advertising, particularly in the high-growth streaming and CTV segments. The $180 million retention package signals Walmart's commitment to keeping Vibe.co's leadership intact during the integration. This follows Walmart's pattern of acquiring adtech companies to build out Walmart Connect into a more comprehensive advertising platform that can compete with Amazon and other major ad sellers.

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► Techmeme ► Techmeme

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WALMART BUYS VIBE.CO FOR $1.4B TO EXPAND AD BUSINESS

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