Walmart Just Acquired Vibe.co — Here's What It Means for Every CPG Brand

Walmart just made one of the most strategic 
moves in D2C advertising history.

They acquired Vibe.co — the CTV platform that 
democratized streaming TV ads for small and 
medium-sized brands — and most people in the 
CPG world haven't fully understood what this 
means yet.

In this episode I'm breaking down exactly what 
Vibe is, why Walmart wanted it, and what I 
believe is coming over the next 6 to 12 months 
for every brand in the Walmart ecosystem.

Vibe connects directly to Shopify, Klaviyo, 
and Triple Whale. Walmart has the largest 
retail footprint in the US and is competing 
hard against Amazon online. Put those two 
things together and you start to see where 
this is going.

My projection: Walmart is going to make it 
possible for brands to run hyper-local CTV 
ads tied directly to in-store revenue data 
at specific Walmart locations. Local 
attribution. Direct response. At scale.

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