Walmart could be gearing up to purchase TV manufacturer Vizio, helping it compete with other device manufacturers by giving it proprietary data.

Walmart made headlines earlier this week when reports began to circulate that it had engaged with Vizio in talks to purchase the TV manufacturer. Doing so would give Walmart its own line of smart TVs, but more importantly, it would gain access to proprietary shopper data owned by Vizio that it could leverage for use in its advertising business. If Walmart were to acquire Vizio, it could have big implications for companies like Roku and others who manufacture streaming devices as well as offer ad-supported streaming platforms.

Walmart’s purchase of Vizio would give it control over Vizio interfaces, as well as the WatchFree+ streaming service. Roku has big presence in Walmart stores for now, but it could lose share if Walmart begins stocking its shelves with its own devices.