Vizio Ads

Leading smart TV manufacturer-owned CTV advertising platform with significant household reach

Vizio Ads operates as the advertising division of Vizio, leveraging the company's Inscape automatic content recognition (ACR) technology and SmartCast smart TV platform to deliver targeted advertising solutions. The platform provides advertisers access to millions of Vizio smart TV households, offering first-party viewing data and advanced audience targeting capabilities across connected TV (CTV) environments. In February 2024, Walmart announced its acquisition of Vizio for $2.3 billion, positioning the retail giant to significantly expand its advertising business by combining Vizio's TV manufacturing, operating system, and advertising platform with Walmart Connect, its retail media network. Vizio Ads serves as a key player in the connected TV advertising ecosystem, offering both traditional linear TV advertising and streaming/CTV advertising solutions. The platform enables advertisers to reach audiences across Vizio's installed base of smart TVs while leveraging viewing behavior data for targeting and measurement. Following the Walmart acquisition, Vizio Ads continues to operate as part of Walmart's broader advertising strategy, providing the retail giant with direct access to CTV inventory and household-level viewing data that can be combined with Walmart's extensive retail purchase data. The integration with Walmart positions Vizio Ads to offer unique closed-loop attribution capabilities, connecting TV advertising exposure to in-store and online purchase behavior. This combination creates one of the most comprehensive advertising ecosystems in the market, spanning from awareness-driving CTV advertising through to conversion measurement at the point of sale.