Vibe, the self-service platform that lets brands buy ads on connected TV (CTV), will let advertisers target over 3,300 of Walmart’s audience segments, which are built on the retailer’s first-party data on web and in-store shopping, beginning this week.
The move will give small and medium-sized businesses—Vibe’s primary users—“a way to apply customer understanding rooted in real shopping behavior as they make CTV investment decisions,” said Ryan Mayward, svp and gm at Walmart’s media arm Walmart Connect.
It’s the first major product development since Walmart announced its acquisition of the adtech startup in June. The retail titan reportedly shelled out $1.4
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