Walmart is in talks to buy smart television manufacturer Vizio for more than $2 billion, the Wall Street Journal reported Tuesday, citing people familiar with the matter.

Shares of Vizio jumped 36% after the report, while Walmart’s shares were down about 1%.

Vizio did not immediately respond to a request for comment.

The move would give Walmart more places where it can sell ads and pitch shoppers on goods, the Journal reported.

Walmart, including its Sam’s Club chain, has historically been Vizio’s largest customer, according to the report.