Walmart completes its acquisition of TV advertising company Vibe.co

Walmart has completed its acquisition of Vibe.co and is folding the streaming TV ad platform into Walmart Connect.

The deal adds tools for brands to run streaming campaigns and strengthens Walmart’s connected TV advertising stack.

It follows Walmart’s earlier advertising-focused purchase of Vizio as the retailer expands its commerce media business.

The move should help Walmart sell more measurable streaming ad products, especially to small and midsize advertisers.