Walmart buys Vizio

It would probably be fair to call 2024 the year that CTV went programmatic and became a digital performance channel.

If Walmart’s pending acquisition of Vizio makes it past regulators, the retail media giant will get to reap the rewards of a profitable data and ads business that strengthens its position as an adversary to Amazon.

Walmart bought Vizio for a foothold in streaming – a move that will take the retailer’s ads business to new levels. Then, a deep dive into the “sky bridges,” a new term for partnerships between walled garden platforms.

Walmart buys smart TV maker Vizio to boost its ads business with streaming inventory, viewership data and, of course, shoppable TV ads.