Walmart Turns Vizio TVs Into Ad Machines: L’Oréal Ads & Account Tracking

Newly purchased Vizio televisions are now requiring users to create Walmart accounts to access smart features, a move signaling the further integration of the television manufacturer into Walmart’s broader advertising and retail ecosystem. The requirement, announced this week, applies to “select latest Vizio OS TVs” and builds on a previous policy implemented in mid-2024 requiring Vizio accounts for access to exclusive offers and subscription management.

The shift comes more than a year after Walmart completed its acquisition of Vizio in December 2024. According to a spokesperson, existing Vizio account holders will be given the option to merge their accounts with Walmart accounts, while those wishing to avoid the integration can delete their Vizio accounts.

Walmart executives have highlighted the potential for advertising revenue growth within Vizio’s operating system. During a February investor call, John David Rainey, Walmart’s executive vice president and chief financial officer, stated that Vizio “saw triple-digit growth in advertising” during the company’s fiscal Q4 2026. While Walmart does not publicly disclose Vizio’s specific financial performance, the company’s final quarterly report as an independent entity revealed a gross profit of $115.8 million from its advertising business, contrasting with a $6.7 million loss in its hardware division.

The integration of Walmart accounts into Vizio TVs is being framed by the company as a way to streamline setup and create a “secure identity framework” connecting streaming engagement with retail interaction. Walmart also announced plans to utilize Vizio OS to display advertisements for brands like L’Oréal, linking directly to product pages on Walmart’s website and those of other retailers.

This move represents a continuation of a trend within the television industry towards increased advertising and data collection. Lower-priced televisions, as well as some premium models, are increasingly reliant on advertising revenue, prompting consumers to seek alternatives like “dumb TVs” or smart TV platforms offering greater privacy.

John David Rainey is responsible for Walmart’s financial operations, corporate strategy, global procurement, and investor relations, according to Walmart’s corporate website.