Walmart Closes Vibe.co Acquisition, Signaling a Big Push Into Ad-Supported Streaming to Compete With Amazon

The retailer has acquired Vibe.co, a 5-year-old adtech firm that sells software for buying streaming ads. Vibe.co’s clients are primarily small to midsize brands, which could help give Walmart a stronger foothold with smaller suppliers as well as non-endemic brands that don’t sell items on Walmart’s platform.