Walmart expands deeper into adtech

Walmart is paying 1.4 billion dollars to acquire Vibe.co, a connected-TV adtech company.
The company had announced the deal earlier but had not disclosed the price.
This is Walmart’s largest acquisition since its 2.3 billion dollar Vizio deal in 2024.
The message is clear: Walmart wants a bigger piece of retail media and connected-TV advertising, and it wants to compete more directly with Amazon’s ad machine.