WALMART COMPLETES VIBE.CO ACQUISITION

The deal, initially announced in June, consolidates Walmart's position in the streaming advertising market. Vibe.co's technology and capabilities now operate under Walmart Connect, the retail giant's advertising platform that serves brands across connected TV channels. Walmart Connect has expanded significantly as retailers increasingly compete with traditional media companies for advertising dollars. The platform allows advertisers to reach consumers across Walmart's digital properties and connected TV inventory. This acquisition reflects broader industry trends as retailers leverage their customer data and traffic to build advertising businesses. The integration combines Vibe.co's expertise in TV advertising with Walmart's retail reach and customer insights. Financial terms of the acquisition were not disclosed. The move strengthens Walmart's competitive stance against Amazon's advertising business and other retail media networks.