Walmart Expands Ad Platform with Vibe.co Deal, Secures 176MW Carbon-Free Power
WMT•Walmart plans to acquire CTV ad platform Vibe.co and integrate it with shopper data, measurement tools and VIZIO assets to broaden its advertising ecosystem and court small businesses. It also sealed a 15-year agreement for 176 megawatts of carbon-free power to supply automated distribution centers and cut energy cost volatility.
1. Acquisition of CTV Ad Platform
Walmart plans to purchase connected TV advertising platform Vibe.co, integrating its campaign management technology with Walmart’s first-party shopper data, closed-loop measurement tools and VIZIO media assets. Analyst Brett Husslein expects this integration to expand the reach of Walmart Connect, attract small and midsize business advertisers and drive long-term ad revenue growth, though valuation concerns remain.
2. Long-Term Carbon-Free Energy Agreement
Walmart signed a 15-year power purchase agreement with Constellation Energy for 176 megawatts of carbon-free electricity from the Dresden Clean Energy Center. This arrangement will power new automated distribution centers, offering more predictable energy costs and shielding Walmart from electricity market volatility over the contract term.
