The news: Vizio has renewed its measurement contract with Comscore to provide advertisers with viewership data, the two companies announced this week.

• The renewal will come as a relief to some advertisers. Vizio’s pending acquisition by Walmart suggests the smart TV manufacturer will likely integrate with the retail giant’s existing advertising ecosystem. However, it could ease fears that Vizio viewership data would become exclusive to Walmart Connect, potentially cutting off other crucial pipelines.

Zooming out: Walmart announced its intent to purchase Vizio for $2.3 billion in February, positioning the retailer to build a video advertising business that could rival Amazon’s. As an antitrust probe for that deal proceeds, advertisers have been left wondering what will and won’t go behind exclusive territory should the acquisition go through.