# Walmart's TV Ad Strategy Shift

> Walmart targets non-endemic advertisers with streaming ad ecosystem.
- Title: Walmart's TV Ad Strategy Shift · Adweek | Shortify
- Summary: Walmart targets non-endemic advertisers with streaming ad ecosystem. Walmart aims to connect TV ad spending with sales outcomes through its streaming…
- Keywords: walmart, vizio, vibe.co, walmart connect, streaming ads, adtech, retail media, tv advertising, Walmart's, Strategy, Shift, Adweek
- Source: Adweek — https://adweek.com/commerce/walmart-lays-out-its-plan-to-take-over-tv-advertising
- Author: Mitchell Parton
- Published: 2026-10-07T16:26:23+00:00
- Read time: 1 min
- Topics: walmart, vizio, vibe.co, walmart connect, streaming ads, adtech, retail media, tv advertising
## Walmart's streaming ecosystem
Walmart acquired Vizio for $2.3 billion and Vibe.co for $1.4 billion to build a CTV ecosystem.
## New ad business focus
Walmart Connect now targets non-endemic advertisers who don't sell products at Walmart.
## Partnerships expand reach
Walmart partners with Skydance, Spotify, and Yahoo DSP to reach customers beyond its own platforms.
## TV ad integration
Vizio's 'Walmart welcome' connects living room entertainment with commerce for brands.

> We're creating the 'Walmart welcome' in your home, a trusted environment where entertainment, brands, and commerce can come together naturally
## Performance-focused ads
Walmart's CTV ecosystem targets life stages through Walmart purchase data.

> We can say, 'These are folks who are new moms,' 'These are folks who are moving,' 'These are recently-retired households'
## Ad sales growth
Walmart's U.S. ad business grew 38% year-over-year in Q2.
## Key takeaway

Walmart aims to connect TV ad spending with sales outcomes through its streaming ecosystem and partnerships with Vizio and Vibe.co.