VIZIO vs Xumo

Walmart completes acquisition of Vibe.co

Walmart announced on August 4, 2026 that it completed the acquisition of Vibe.co, a 2021-founded adtech startup offering a self-service platform for buying and managing streaming/connected-TV (CTV) ads. The Wall Street Journal reported the deal was valued at $1.4 billion. Walmart will integrate Vibe.co into Walmart Connect to expand CTV capabilities, combining Vibe’s campaign booking and management tools with Walmart’s first-party commerce data and measurement to simplify planning, delivery and measurement of streaming campaigns. The integration is intended to make streaming advertising more accessible and measurable for small- and midsize advertisers, better connect media exposure to shopping outcomes, and support Walmart’s push to build an ad-supported streaming business that can compete for TV ad budgets, including versus Amazon. The deal follows Walmart’s 2024 Vizio acquisition as part of this broader strategy.

• Walmart completed the acquisition of Vibe.co on August 4, 2026.
• The Wall Street Journal reported the deal was valued at $1.4 billion.
• Vibe.co was founded in 2021 and offers a self-service CTV platform for booking and managing streaming campaigns across premium publishers, aimed at small- and midsize brands.

Walmart Cuts Onn Roku TV Availability

Walmart has pulled most Onn-branded televisions that run the Roku operating system from physical stores and removed higher-resolution Onn Roku 4K models from its online catalog. The shift follows Walmart’s acquisition of Vizio and the retailer’s expansion of Vizio-powered televisions and Onn sets running the Vizio OS and Google TV. Some Roku TVs from other brands (Hisense, TCL) remain in limited supply. Walmart’s merchandising pivot appears aimed at consolidating more of the hardware and software experience under its ownership (Vizio) and selected platforms, with potential implications for connected-TV inventory, advertising integration, and retail media strategies.

• Walmart has significantly reduced in-store availability of Onn-branded televisions running the Roku operating system.
• Walmart’s online catalog currently lacks 4K Onn Roku televisions; only a limited Kids HD Roku model remains listed online.
• The assortment change follows Walmart’s acquisition of Vizio, which enabled expansion of Vizio-powered TVs and Onn models using the Vizio operating system.

Starling Launches CTV Supply-Side Platform from Stealth

Starling, a new supply-side platform (SSP) purpose-built for connected TV (CTV), has officially launched. The company emerges from stealth with backing from MBL Partners and strategic investors, aiming to address fragmentation, lack of transparency, and underutilized audience intelligence in CTV advertising. Starling offers content and program-level intelligence, down to show-level reporting, and supports emerging formats like pause ads and home-screen placements. The leadership team includes Michael Bassik as Executive Chair and Acting CEO, Sean Miller as COO/CFO, Reshmi Nair as CTO (formerly of Magnite), and Wil Danielson as CRO (formerly of Nexstar). Starling has secured publisher relationships including Xumo, to provide access to premium inventory such as live sports.

• Starling launched as a CTV-focused supply-side platform (SSP).
• The company is backed by MBL Partners and strategic investors.
• Reshmi Nair, formerly of Magnite, joins as CTO.

The New Playbook for Reaching Sports Fans

Sports fans don't follow a linear path anymore. Discover how Xumo is helping brands reach audiences across the entire sports journey, from discovery and live viewing to year-round engagement.

What to Watch in August 2026: New Shows, Football, Free Picks

New premieres, NFL preseason, MLB at Field of Dreams, and Emmy catch-up picks. Here is what to watch in August 2026 and where to stream it on Xumo.