Here's What to Know About Walmart Buying Vizio, According to Experts

The retail giant just took a major step in CTV advertising

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Walmart has officially been shopping in the TV aisle, announcing today that it’s buying Vizio for $2.3 billion.

According to Walmart, the purchase of the TV manufacturer and its SmartCast Operating System (OS), which has more than 18 million active accounts, will enable the company to reach customers in new ways, creating more opportunities to help advertisers connect with consumers and further accelerating Walmart’s media business in the U.S., Walmart Connect.

The deal has far-reaching implications for the ad industry, especially as companies look to compete with Amazon, and ADWEEK spoke with insiders to learn about the impact on retail media, connected TV and beyond.

According to experts, Vizio’s operating system is key to the deal, allowing Walmart to collect valuable ACR data to enhance advertising.




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