The retail giant confirmed the deal on Tuesday, noting that the transaction should finalize by the end of its fiscal year in late January. While the company opted not to disclose the specific financial terms of the acquisition, it clarified that the purchase will not impact sales or operating income growth for the current year.

By integrating Vibe.Co into the existing Walmart Connect business, the retailer intends to simplify the process for advertisers to launch sophisticated television campaigns. The platform’s existing infrastructure for mid-sized businesses serves as the primary engine for this growth, allowing Walmart to broaden its reach beyond traditional retail media and directly into the living rooms of its customer base.