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Lead DevelopmentFACT · 4/5•7 Oct '26•Via Adweek

Walmart outlines plan to dominate TV advertising

Walmart is aggressively expanding its retail media ambitions into TV advertising. The retailer, which acquired Vizio for $2.3 billion two years ago, is now building a streaming ecosystem that includes the recent acquisition of adtech firm Vibe.co for $1.4 billion. Walmart Connect, the retailer's ad business, is pitching itself to non-endemic advertisers, leveraging Vizio's smart TV OS and Vibe.co's performance-focused streaming platform. New partnerships with Skydance and Spotify aim to extend reach, and the Yahoo DSP integration is moving to alpha. Walmart's U.S. ad business grew 38% YoY in Q2, and the company is positioning its first-party commerce data as the key differentiator for TV ad targeting and measurement, even for brands that don't sell at Walmart.

•Walmart acquired Vizio for $2.3 billion two years ago to build a streaming ecosystem.
•In August, Walmart acquired adtech firm Vibe.co for a reported $1.4 billion.
•Walmart Connect is pitching non-endemic advertisers, with new partnerships with Skydance and Spotify.

Entities:Walmart Connect VIZIO Vibe Skydance Spotify Yahoo

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