Based on full year figures, the acquisition takes Walmart's ad revenue from USD$3.5bn to USD$4bn. Over 2023, Vizio achieved a gross profit margin of 61% on its advertising operations. Walmart's margin over that same period? 4%.
Scale is king as we enter the post-cookie ecosystem, so being able to touch so many households in an inherently cookieless environment is an enticing prospect for marketers. In-housing a retail media channel as valuable as CTV allows Walmart to fully integrate and adapt it with its own systems.
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