After acquiring smart TV platform Vizio in 2024, Walmart is making a stronger push into connected TV advertising with the purchase of self-serve CTV ad platform Vibe.co for a reported $1.4 billion. Announced Tuesday, Vibe offers a self-serve tool designed for small and mid-sized businesses and mid-market and performance brands. The Vibe platform will be integrated into the Walmart Connect retail media platform, combining self-serve ad capabilities with the retailer’s first-party customer data, closed-loop measurement, and owned media properties such as the Vizio smart TV OS. Walmart Connect previously primarily operated in search and display formats, and Vibe will bring self-serve streaming TV advertising into that ecosystem. Walmart aims to attract more SMB and mid-market advertisers by helping them launch CTV campaigns more easily. Vibe emphasized the product is not just for enterprise-only or retail-exclusive buyers. Separately, IAB forecasts nearly 14% in U.S. ad spend growth for connected TV this year.