Walmart Acquires French Ad-Tech Firm Vibe.co for $1.4 Billion
Walmart has agreed to acquire French connected-TV advertising platform Vibe.co for $1.4 billion, marking its largest deal in two years. The acquisition aims to bolster Walmart Connect, its retail media division, and compete with Amazon, Meta, and Google in digital advertising. Vibe.co specializes in streaming TV ads for small and medium businesses. The deal follows Walmart’s 2024 purchase of Vizio. Executives from Vibe.co will join Walmart, and the acquisition is expected to close by fiscal year 2027.
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Walmart's $1.4 Billion Vibe.co Deal Is a Direct Shot at Amazon's Booming Ad Business
Walmart announced a $1.4 billion acquisition of Vibe.co, a connected TV and streaming advertising platform, in a strategic move to challenge Amazon's rapidly growing advertising business. The deal, executed through Walmart's retail media arm Walmart Connect, aims to capture advertising dollars from smaller and mid-sized brands that have increasingly turned to Amazon's ad platform. Vibe.co enables advertisers to run targeted video campaigns across streaming services, a segment where Amazon has built a significant lead through its Prime Video and Fire TV ecosystems. The acquisition signals Walmart's intent to diversify its revenue streams beyond traditional retail margins and compete more aggressively in the digital advertising market, which is projected to reach over $300 billion by 2027. The move also reflects the broader trend of retailers building their own media networks to monetize shopper data and in-store traffic.
Fortune | FORTUNEWalmart Expands Advertising Business with Vibe.co Acquisition
Walmart Inc. is acquiring French adtech firm Vibe.co for $1.4 billion, according to a Wall Street Journal report. The deal includes $1.2 billion in cash and $180 million in retention payments for top executives. Vibe.co specializes in connected-TV advertising aimed at small and medium-sized businesses. This acquisition is Walmart's largest since buying Vizio for $2.3 billion in 2024 and is part of a broader strategy to grow its advertising business and compete with Amazon. Vibe.co's CEO, CTO, and other employees will join Walmart's advertising division to ensure integration and business continuity. Walmart said the platform will help advertisers launch CTV campaigns and measure performance more effectively.
Yahoo FinanceWalmart Acquires Adtech Firm Vibe.co in Cannes Deal to Challenge Meta, Google, and Amazon
At the Cannes Lions festival, Walmart announced the acquisition of French adtech startup Vibe.co for a reported $1.4 billion, signaling its intent to become a major advertising rival to Meta, Google, and Amazon. Vibe.co's platform simplifies streaming TV ad buying, making it as easy as using Google or Meta. The deal comes after Walmart's 2024 purchase of Vizio and positions the retailer to capture a larger share of the streaming TV ad market, particularly from small- to medium-sized businesses. While Walmart's ad business is projected to generate $8.23 billion in revenue this year, it remains far behind Amazon's $82.07 billion. Industry analysts note Walmart is building its adtech infrastructure with a more structured approach than Amazon, leveraging self-service models to unlock new revenue. The acquisition also highlights Vibe's provocative marketing style, which may be tempered under Walmart.
All Content from Business InsiderWalmart gets bullish on advertising business with Vibe.co acquisition
Walmart has agreed to acquire connected TV advertising platform Vibe.co to bolster its Walmart Connect advertising business. The deal, expected to close by the end of fiscal year 2027, is reportedly valued at $1.4 billion according to The Wall Street Journal, though terms were not disclosed. Vibe.co co-founders Arthur Querou and Franck Tetzlaff will join Walmart Connect. The acquisition follows Walmart's $2.3 billion purchase of TV maker Vizio two years ago. Walmart's global advertising business grew 50% year over year in Q1, with Walmart Connect U.S. up 31%. CEO John Furner noted that advertising and membership fees together represented about one-third of operating income. The move reflects a broader retail trend, as Amazon and Target also reported strong advertising revenue growth. Walmart is scaling higher-margin businesses like advertising to strengthen its overall business mix.
Yahoo FinanceWalmart Acquires French Ad-Tech Firm Vibe.co for $1.4 Billion
Walmart has agreed to purchase Vibe.co, a French advertising-technology company, for $1.4 billion in its largest deal in two years, according to sources familiar with the matter. The acquisition, announced on Tuesday, focuses on enabling advertising through connected televisions, particularly targeting small and medium-sized advertisers with limited budgets and ad-buying teams. This move continues Walmart's aggressive push to grow its advertising revenue stream and better compete with Amazon. Two years ago, Walmart acquired connected-TV maker Vizio to expand its advertising platform. The deal underscores Walmart's strategic investment in retail media and digital advertising capabilities.
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