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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