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# Walmart’s data now powers CTV ad targeting in Vibe
- URL: https://www.medianexis.com/walmarts-data-now-powers-ctv-ad-targeting-in-vibe/
- Published: 2026-11-02T15:19:51.000Z
- Updated: 2026-11-02T15:19:51.000Z
- Description: eMarketer’s Asa Hiken reports that Walmart has begun feeding 3,300 audience segments into Vibe, its in-house ad platform, to power connected TV targeting.
- Author: The Signals Desk
- Tags: Retail-media, Asa Hiken, Walmart closes retail media gap with better measurement

**Why it matters.** Advertisers gain a new path to CTV inventory anchored in Walmart’s purchase data rather than third-party cookies or panels.

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=medianexis.com) *·* [*Asa Hiken*](https://www.medianexis.com/tag/by-asa-hiken/) *·* [*read the original*](https://www.emarketer.com/content/walmart-begins-powering-ctv-targeting-vibe-with-3-300-audience-segments?ref=medianexis.com)*.*