How did Walmart (WMT) stock react to the news?

Walmart shares rose in premarket trading following the announcement.

Why is the Vibe.co deal important for Walmart?

The deal helps Walmart strengthen its digital advertising capabilities and compete with Amazon in retail media.

Walmart's Vibe.co Deal Boosts Ad Push, Morningstar Sees Long-Term Growth

Morningstar praised Walmart's acquisition of Vibe.co, citing long-term advertising growth potential. The stock rose in premarket trading.

June 26, 2026

2 min read

Source: Stocktwits

Walmart (WMT) shares rose in premarket trading after Morningstar highlighted the company's acquisition of Vibe.co as a strong move to bolster its advertising business.

Deal Details

Walmart acquired Vibe.co, a digital advertising platform specializing in connected TV (CTV) ads. The financial terms were not disclosed. The deal is part of Walmart's strategy to expand its advertising arm.

Morningstar's Take

Morningstar noted that the acquisition gives Walmart advanced advertising capabilities, especially in targeted CTV ads. It sees retail media as a significant long-term growth opportunity for Walmart.

Context

Walmart aims to compete with digital ad giants like Amazon by strengthening its Walmart Connect platform. The Vibe.co acquisition aligns with this goal.

What It Means for Investors

The deal enhances Walmart's advertising capabilities, but its revenue impact may take time. The focus remains on diversifying Walmart's income streams beyond traditional retail.

Frequently Asked Questions

Vibe.co is a digital advertising platform specializing in connected TV (CTV) ads.

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This article was rewritten in Wrqti's editorial style based on information from the original source above. Content is informational only — not investment advice.