Walmart, in Biggest Deal in Two Years, Buys Advertising Tech Firm
Walmart announced its largest acquisition in two years, purchasing advertising technology firm Vizio in a deal valued at approximately $2.3 billion. The move aims to bolster Walmart's advertising business by combining its retail data with Vizio's smart-TV platform and consumer viewing insights, allowing it to better compete with Amazon in the ad market.
Background
Walmart has acquired Vizio, a TV maker and advertising platform, for over $2 billion — its largest deal in two years. The purchase isn't about selling more TVs; it's about Walmart's growing retail media business. By buying Vizio, Walmart gains access to the company's SmartCast operating system, which serves targeted ads to millions of Vizio TV viewers. This lets Walmart compete with Amazon, whose Fire TV and Prime Video platforms dominate TV-based ad sales. The deal continues a trend where retailers become ad sellers: Target and Kroger have similar ad businesses, and Amazon's ad unit is now its fastest-growing profit source. For Walmart, the move secures a direct ad channel into American living rooms, giving brands a way to show TV ads to audiences whose shopping behavior Walmart already tracks.