Walmart acquires Paris-based Vibe.co, which lets businesses create and run targeted ads on streaming services; Vibe.co's co-founders will join Walmart Connect (Brian Steinberg/Variety)
THE SO WHAT
Retail media is expanding from on-site and search into CTV and streaming inventory—Walmart buying Vibe.co is a bet that its ad network can follow shoppers across screens, not just aisles. If you’re a brand, expect more bundled retail + streaming ad offers; if you’re a retailer, the bar for your own media network just moved from placements to full-funnel audience orchestration.
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