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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