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Walmart closed Vibe.co acquisition, embedding CTV buying and same-day attribution into Walmart Connect's **$4.2B** retail media stack.
$3.4 billion
in advertising revenue in fiscal 2024 and is projected…
$4.2 billion
in fiscal 2025
255 million weekly customers
in the United States
7.1%
in 2024
Walmart completed its acquisition of connected television advertising platform Vibe.co, first announced in June, integrating the firm directly into Walmart Connect. The deal consolidates streaming inventory access and closed-loop purchase attribution into a single stack controlled by the retailer. Financial terms remain undisclosed, though Walmart Connect generated $3.4 billion in advertising revenue in fiscal 2024 and is projected to exceed $4.2 billion in fiscal 2025.
Vibe.co brought programmatic CTV buying infrastructure and direct publisher relationships across streaming environments. Walmart Connect already operated its own on-site display, search, and in-store capabilities; Vibe.co fills the off-site video gap. The platform now controls impression delivery, frequency capping, and conversion measurement across Walmart's 255 million weekly customers in the United States. Crucially, it allows CPG brands to plan, buy, and measure streaming campaigns using Walmart's first-party transaction data without leaving the Walmart Connect interface.
This matters because it removes the attribution lag that has constrained retail media's move into upper-funnel formats. Historically, brands bought streaming impressions through independent demand-side platforms, then waited weeks to reconcile sales lift through retailer data clean rooms. Walmart Connect now offers same-day purchase correlation. A toilet paper brand can buy CTV impressions on a Friday, measure Saturday in-store and Sunday online conversions, and adjust Monday's bid strategy—all within Walmart's walled garden. The operational advantage is speed; the strategic advantage is that Walmart owns the entire signal path from impression to checkout.
The timing aligns with structural shifts in television advertising. Linear TV ad spending in the United States dropped 7.1% in 2024, while connected TV grew 16.3%, according to IAB figures. Retail media networks captured $54.8 billion in total ad spend in 2024, with Amazon Ads representing roughly $47 billion of that total. Walmart Connect's CTV expansion positions it to pull share from both traditional television remnant inventory and from Amazon's Fire TV and Prime Video placements. The difference: Walmart's foot traffic and online grocery penetration create a weekly purchase frequency that Amazon cannot match in consumables.
Operators should watch Walmart's CTV pricing models in Q1 2025. If Walmart prices CTV inventory on a cost-per-acquisition basis rather than CPM, it signals confidence in closed-loop measurement and willingness to absorb conversion risk. Agencies should monitor whether Walmart begins bundling CTV with in-store demo placements or end-cap displays, creating true omnichannel packages. Allocators should track whether Walmart Connect's growth rate accelerates above the 18-22% range it sustained in fiscal 2024. If Vibe.co's infrastructure drives that number past 25%, Walmart Connect becomes a credible threat to Amazon's retail media dominance, not merely a second option.
Walmart Connect now controls impression delivery, purchase attribution, and inventory access across search, display, in-store, and streaming. The last piece—spatial data from Walmart's 4,600 U.S. stores—is already live in its InHome delivery program.
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