VIZIO sells inventory within SmartCast that includes display ads on the home screen of VIZIO TVs, video ads in its free streaming service WatchFree+, and some ads in third-party apps.
Last updated Oct 11, 2026 by the ATDb Editorial Team · Connections updated Oct 12, 2026
One of the largest owned-and-operated CTV advertising platforms in the United States, now integrated into Walmart's retail media ecosystem
VIZIO sells inventory within SmartCast that includes display ads on the home screen of VIZIO TVs, video ads in its free streaming service WatchFree+, and some ads in third-party apps. Its smart TVs connect to the internet through VIZIO's SmartCast operating system, enabling the online-enabled viewing experience known in the industry as connected TV (CTV). VIZIO's platform has over 500 direct advertiser relationships, including many Fortune 500 companies, and it collects data about what audiences watch and which apps they use on its smart TVs, enabling advertisers to target specific viewers rather than broad audiences. Following the Walmart acquisition, VIZIO has introduced a beta offering allowing buyers to purchase VIZIO inventory alongside Walmart Connect targeting and measurement, with early campaign results described as encouraging.Source 1: businessinsider.com — Vizio Stops Renewing Adtech Contracts to Compete With ...Source 2: idx.inc — How Vizio Expands Walmart's Advertising EmpireSource 3: tvrev.com — How VIZIO's Platform Strategy Is Powering The Future Of CTV
Business model
Advertising Platform / Hardware
Target market
Enterprise
What they offer
SmartCast
VIZIO's proprietary smart TV operating system that powers the connected TV experience and serves as the primary advertising inventory surface, including home screen display ads.
WatchFree+
VIZIO's free ad-supported streaming (FAST) service offering video ad inventory across live and on-demand content.
Walmart Connect + VIZIO Beta
A beta advertising offering that allows buyers to purchase VIZIO CTV inventory combined with Walmart Connect retail targeting and measurement capabilities.
Inscape
VIZIO's automatic content recognition (ACR) data division that collects viewership data from opted-in smart TVs to power audience targeting and measurement.
Key features
Home screen display advertising on VIZIO smart TVsVideo advertising within WatchFree+ free streaming serviceAutomatic content recognition (ACR) for audience targetingOver 500 direct advertiser relationshipsIntegration with Walmart Connect retail data for closed-loop measurementFirst-party viewership and app usage data collection
Use cases
Brand awareness campaigns via CTV home screen display adsVideo advertising against streaming content in WatchFree+Audience targeting based on actual TV viewership behaviorRetail media campaigns combining Walmart purchase data with CTV reachClosed-loop measurement linking ad exposure to in-store and online purchases
Customer segments
Fortune 500 brand advertisersRetail and CPG advertisersEntertainment and streaming advertisersAgency holding companies and media buyersPerformance advertisers seeking CTV measurement
Tech & specs
Technology stack
Automatic Content Recognition (ACR)SmartCast OSProgrammatic ad servingFirst-party data platformAudience segmentation and targeting