business
Walmart to Pay $1.4 Billion for French Connected-TV Ad Firm Vibe.co
The deal expands Walmart Connect into connected television and streaming ads aimed at smaller brands. It follows the retailer's 2024 purchase of Vizio and comes under new CEO John Furner.
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Walmart agreed to pay $1.4 billion to acquire Vibe.co, a French advertising-technology company that places ads on internet-connected televisions and streaming platforms. The target focuses on small and medium-size advertisers that lack access to large agencies. Fortune reported the transaction as Walmart's largest acquisition in two years.
The move extends the retailer's push into digital advertising after it bought connected-TV maker Vizio in 2024. Walmart Connect generated an estimated $6.4 billion in revenue, equal to 1 percent of the company's total revenue and roughly one-tenth of Amazon's advertising revenue. Amazon surpassed Walmart in total revenue in 2025 and now ranks as the top company in the Fortune 500.
John Furner, who became Walmart CEO last winter after leading the U.S. business for several years, has signaled continued expansion beyond core retail. In January he promoted David Guggina, previously U.S.
E-commerce chief, to run the $500 billion U.S. division and hired Seth Dallaire, a former Instacart and Amazon executive, as chief growth officer for Walmart U.S. with oversight of advertising and media.
Ryan Mayward, senior vice president and general manager of Walmart Connect US, said the company wants to reach customers where they spend time. In 2025 Walmart also transferred its shares from the New York Stock Exchange to the Nasdaq.
