In the past week, Walmart announced its acquisition of the smart TV manufacturer Vizio for $2.3 billion. The move appears aimed to expand Walmart’s advertising business through Vizio’s SmartCast OS. Vizio, known for its mid-range TVs, offers SmartCast OS supporting free ad-supported content. Walmart will want to merge its ad business with Vizio’s to gain access to consumer data and expand advertising reach, potentially challenging Amazon’s Fire TV business. This acquisition signifies Walmart’s strategic move into the intersection of retail and entertainment. How they’ll fare against Amazon, who has a large headstart, is another story.

Walmart is buying Smart TV manufacturer Vizio for $2.3 billion.