Walmart announced it will acquire French advertising-technology company Vibe.co for $1.4 billion, marking the retailer’s largest deal in two years. The acquisition, revealed this week, aims to expand Walmart’s digital advertising reach, particularly in connected TV and streaming content, targeting small and medium-size advertisers. The deal comes after Walmart’s 2024 purchase of connected-TV maker Vizio and signals a strategic push to compete with Amazon’s growing ad business, according to fortune.com.
The acquisition was confirmed by Walmart CEO John Furner, who took over last winter, and Ryan Mayward, senior vice president of Walmart Connect US. Mayward emphasized the goal of reaching customers where they spend their time, highlighting Vibe.co’s focus on internet-connected television advertising and serving advertisers underserved by large agencies. This transaction builds on Walmart’s existing digital advertising infrastructure, including ads on its website, app, and in-store screens, leveraging Walmart’s customer data to target audiences more effectively, fortune.com reported.
Walmart’s move reflects the growing importance of non-retail revenue streams such as advertising and membership, which are among the company’s fastest-growing and most profitable segments. The deal positions Walmart to challenge Amazon, which surpassed Walmart in digital ad revenue in 2025. Vibe.co’s technology enhances Walmart Connect’s capabilities in the connected-TV space, a rapidly expanding market segment as streaming consumption rises. This acquisition aligns with broader industry trends where retailers diversify beyond traditional sales into digital advertising, according to fortune.com.
The $1.4 billion acquisition of Vibe.co is Walmart’s largest since 2024 and underscores its commitment to expanding Walmart Connect’s footprint in the digital advertising market. The company’s next earnings report, scheduled for August 12, will provide insight into how this deal impacts its advertising revenue and competitive positioning against Amazon, fortune.com noted.