Walmart Opens Shopper Audiences to Advertisers on Its CTV Platform, Vibe – ADWEEK

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 $1.4Subscribe and get full access to the news, insights, and expertise that keep industry professionals ahead of the curve.Kendra Barnett is Adweek’s senior tech reporter.By submitting your email, you agree to our Terms of Use and Privacy Policy . You may opt-out anytime by clicking ‘unsubscribe’ from the newsletter or from your account.Select ADWEEK as one of your favorite sources and stay up to date on our latest content.Most cuts hit print and legacy web as the publisher shifts investment toward new bets like social videoA 335-page IPO plan shows a profitable second quarter, a concentrated customer base, and compute deals that send hundreds of billions to Google and Amazonsource