Walmart Stock Rises as Analyst Says Vibe.co Deal Strengthens Advertising Push

Walmart's (WMT) stock is rising in premarket trading after Morningstar analyst Brett Husslein said the company's acquisition of Vibe.co would strengthen its advertising push.

The deal combines Vibe.co's campaign management platform with Walmart's shopper data, measurement tools, and VIZIO assets to create a more integrated advertising ecosystem.

Morningstar believes this will improve campaign management while retaining more advertising data and revenue internally.

Husslein said the acquisition opens the door to a significant new customer base for Walmart's Global Advertising business, making its platform more accessible to small and midsize businesses.

These advertisers account for roughly half of the estimated $1 trillion global advertising market, creating a meaningful long-term growth opportunity for Walmart.