MNTN

Walmart Acquires Vibe in $1.4B CTV Push

Walmart has acquired ad-technology/service provider Vibe.co as part of a push into Connected TV (CTV) advertising to make streaming TV more attractive for advertisers. The deal was reported on June 29, 2026 by Lebensmittelzeitung (author Jörg Konrad). Earlier reporting indicated the acquisition was valued at about $1.4 billion; this article emphasizes Walmart’s strategic aim to accelerate its CTV and retail-media capabilities by bringing Vibe.co into the company. The move positions Walmart to expand its retail-media footprint in streaming channels and compete more directly with other large retail and platform ad ecosystems.

Walmart Acquires Vibe.co to Boost SMB CTV Ads

Walmart announced on June 23, 2026 that it is acquiring Vibe.co, a French self-serve ad platform for connected-TV (CTV) commercials, for $1.4 billion, according to the Wall Street Journal. Vibe will join Walmart Connect’s commerce ad ecosystem alongside Vizio, which Walmart acquired in 2024, and the companies plan to combine Vibe’s self-serve CTV tools with Walmart’s retail sales data to offer closed-loop attribution. Walmart says the deal is intended to make streaming advertising more accessible to small and medium-sized businesses (SMBs) and to drive performance-focused CTV budgets toward Walmart’s retail media offerings. The acquisition is another example of consolidation in the CTV and media landscape as retailers and platforms build vertically integrated ad stacks.

Upwave and MNTN Deepen CTV Measurement Integration

Upwave announced an expanded partnership and product integration with MNTN that embeds Upwave Brand Lift measurement directly inside the MNTN platform. The integration provides MNTN advertisers a click-to-measure workflow to launch Brand Outcomes measurement for Connected TV (CTV) campaigns and get faster insights on awareness, consideration and other brand metrics. Upwave reported that nearly 50 MNTN campaigns (over 1 billion impressions) produced positive lift in 94% of cases and that 85% outperformed Upwave norms, with average lifts of +1.7% aided awareness, +1.5% ad recall, +1.1% consideration and +0.7% favorability. Company CEOs Chris Kelly (Upwave) and Mark Douglas (MNTN) are quoted emphasizing real-time visibility and optimization during live campaigns. The article was published June 19, 2026.