Walmart’s first-party audiences are now available in Vibe

In the first major integration milestone since Walmart acquired Vibe in August, Vibe advertisers can now use available Walmart Audiences to build CTV campaigns directly in Vibe’s campaign builder. The launch brings Walmart’s understanding of how customers shop, online and in stores, into Vibe’s self-serve platform.

For advertisers, that means they can use Walmart commerce signals to reach relevant households alongside the customer data and measurement workflows they already use in Vibe. It is an early step in bringing Vibe’s advertising platform and Walmart’s customer understanding together, helping advertisers reach Walmart customers when they are watching TV.

Customer understanding built on how people shop

Walmart Audiences are built from real customer shopping behavior, not simply what content someone watches. Advertisers can reach audiences based on category purchases, life stages, lifestyle interests, seasonal moments and shopping habits.

They can choose to reach recent category buyers, customers showing signals that they may purchase soon, or both, alongside the existing customer data they use in Vibe.

A simpler way to test and measure CTV

Vibe gives advertisers a self-serve way to build, test and manage CTV campaigns, helping them apply the same performance mindset they bring to search and social. Walmart Audiences add a new layer of customer understanding to that workflow.

Advertisers can measure results through Vibe’s existing tools, including purchase-level attribution on their own sites and incrementality testing.

"We built Vibe so performance marketers could hold streaming TV to the same standard as search and social: targeted, measurable and easy to test," said Arthur Querou, co-founder and CEO of Vibe. "Walmart Audiences add a more precise layer of targeting rooted in what households actually buy. Combined with measurement in the tools marketers already trust and the flexibility to test, advertisers have a clear path to make CTV part of their media plan."

Walmart Connect builds and maintains Walmart Audiences, while Vibe continues to manage campaign buying, optimization, measurement and reporting.

Learn how Vibe advertisers can begin activating Walmart audiences today.