The acquisition of Vibe.co is Walmart’s largest deal since itbought Vizio for $2.3 billion in 2024. Since then, Walmart has rebranded Vizio as its own brand and integrated Vizio’s operating system into its own-brand televisions already on the market. This week’s deal is a further sign that Walmart’s executives intend to invest heavily to boost the retailer’s advertising business. Some of the executives will be required to stay on for four years to manage the business.
Below is a comparison of Walmart – Amazon comparison on advertising (read ‘How Walmart became an advertising powerhouse, whilst remaining focused on the food, non-food and e-commerce businesses’) which highlights the Bentonville (Arkansas) giant’s lag behind Jeff Bezos’s company, which, moreover, has the advantage of also controlling AWS.
In Italy, it is worth highlighting Selex’s initiative.
Drafted on 24 June, updated on 28 June 2026
