Vizio Ads

A leading CTV advertising platform with one of the largest first-party ACR datasets in the US, now integrated into Walmart's retail media ecosystem

Vizio Ads is the advertising and data division of Vizio, the American consumer electronics company best known for its smart TVs. Operating under the SmartCast platform, Vizio Ads provides connected TV (CTV) advertising solutions powered by Automatic Content Recognition (ACR) technology embedded in its tens of millions of active SmartCast devices. This first-party viewership data allows advertisers to understand what audiences are watching across linear TV, streaming, and gaming, enabling precise targeting, measurement, and cross-screen attribution that is increasingly rare in a privacy-first landscape. Vizio Ads offers a suite of advertising products including home screen takeovers, branded entertainment, and programmatic CTV inventory, all underpinned by its proprietary Inscape data platform. Inscape aggregates ACR data from Vizio's installed base — reported at over 18 million active SmartCast TVs — giving advertisers and data partners a powerful signal for audience planning and campaign measurement. The platform serves brand advertisers, agencies, and data partners seeking to reach cord-cutters and streaming audiences with measurable, TV-quality impressions. On December 3, 2024, Walmart completed its acquisition of VIZIO for approximately $2.3 billion fully-diluted equity value ($11.50/share, announced February 20, 2024), a landmark deal driven primarily by the value of Vizio's advertising business and its SmartCast/Inscape data assets. Under Walmart's ownership, Vizio Ads is being integrated into Walmart Connect, Walmart's retail media network, to create a powerful closed-loop advertising ecosystem that links TV viewership data with Walmart's massive purchase data. While Vizio continues to operate as a brand, its advertising division is increasingly being folded into Walmart's broader retail media strategy.