After announcing its intention to acquire Vizio in February, Walmart has officially completed the $2.3 billion purchase as of Tuesday. The retail giant expects the acquisition to strengthen its advertising business, particularly through Platform Plus—Vizio’s advertising and data division—which currently generates the entirety of Vizio's gross profit.
This influx of data is expected to significantly benefit Walmart’s expanding ad operations, which have already begun using shopper information to target ads on platforms like Disney Plus and Hulu. The acquisition could also provide Walmart with more opportunities to increase in-store advertising on Vizio TVs, a strategy it mentioned earlier this year, and potentially extend ad placements to Vizio TVs in customers’ homes.
However, privacy advocates have expressed concerns. Vizio has faced scrutiny over its data-tracking practices, including a 2017 case where it paid a $2.2 million fine to settle a Federal Trade Commission lawsuit accusing the company of tracking users without their consent.
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