VIZIO
VIZIO connects brands to millions of engaged TV households through first-party ACR data and premium CTV ad inventory, enabling precise audience targeting and closed-loop measurement—now enhanced by Walmart purchase data.
Last updated May 11, 2026 by the ATDb Editorial Team · Connections updated Jun 1, 2026
- Industry
- Connected TV (CTV) Advertising & Data
- Business Model
- Hardware + Platform/Advertising
- Target Market
- Enterprise
- Employee Count
- 1001-5000
- Revenue Range
- $1.5B - $2B
- Parent Company
- Walmart Inc.
- API Available
- Limited
Top 3 smart TV manufacturer in the US with a growing CTV advertising platform powered by first-party ACR data, now integrated into Walmart's retail media ecosystem
VIZIO is an American consumer electronics company best known for its smart televisions, but has strategically transformed into a significant player in the connected TV (CTV) and streaming advertising ecosystem. Founded in 2002, VIZIO sells smart TVs powered by its proprietary SmartCast operating system, which serves as the foundation for its advertising and data business. The company collects automatic content recognition (ACR) data from millions of opted-in households, enabling highly targeted advertising and audience measurement capabilities. VIZIO's Platform+ segment is its AdTech-focused business unit, encompassing SmartCast, its advertising solutions, and data services. Through Platform+, VIZIO offers brands and agencies access to its first-party viewership data, home screen advertising inventory, and programmatic CTV ad placements. The company's INSCAPE data subsidiary provides ACR data licensing to third-party measurement companies, DSPs, and advertisers, making VIZIO a key data provider in the broader TV measurement ecosystem. In 2024, Walmart completed its acquisition of VIZIO for approximately $2.3 billion, integrating VIZIO's SmartCast platform and advertising capabilities into Walmart's retail media network, Walmart Connect. This acquisition significantly elevated VIZIO's strategic importance, linking its TV viewership data with Walmart's massive purchase data to create a powerful closed-loop advertising and measurement solution. VIZIO competes with Roku, Amazon Fire TV, Samsung Ads, and LG Ads in the CTV advertising space.
SmartCast OS
VIZIO's proprietary smart TV operating system that powers its connected TV platform, home screen advertising, and streaming app ecosystem across millions of active accounts.
Platform+
VIZIO's advertising and data business segment offering brands access to CTV ad inventory, audience targeting, and first-party viewership data.
INSCAPE
VIZIO's ACR (Automatic Content Recognition) data subsidiary that collects and licenses TV viewership data to advertisers, agencies, DSPs, and measurement companies.
SmartCast Advertising
Home screen and in-app advertising solutions including display, video, and branded entertainment placements on VIZIO smart TVs.
Walmart Connect Integration
Post-acquisition integration linking VIZIO's TV viewership data with Walmart's retail purchase data for closed-loop advertising measurement and retail media campaigns.
WatchFree+
VIZIO's free ad-supported streaming TV (FAST) service offering linear channels and on-demand content, providing additional ad inventory for brands.