Walmart has completed its acquisition of Vibe.co, a self-service streaming TV advertising platform, folding it into Walmart Connect, the retailer's connected TV advertising arm. The deal, first announced in June, deepens Walmart's push into advertising technology and gives it new tools to reach small and medium-sized businesses through streaming campaigns, further diversifying its revenue beyond retail.

The Wall Street Journal had previously reported the purchase price at $1.4 billion. Vibe.co's platform allows smaller brands to run streaming TV ad campaigns across multiple publishers, which Walmart says will help advertisers connect with shoppers more effectively across streaming and commerce. Ryan Mayward, Walmart Connect's GM and senior vice president, said the combined offering would make advertising more measurable and accessible. The acquisition follows Walmart's 2024 purchase of TV maker Vizio for $2.3 billion, part of a broader strategy to build out its advertising business.