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Vibe.co Raises $22.5M to Empower SMBs in CTV Advertising

Vibe.co, a self-serve CTV advertising platform for SMBs, announced a $22.5 million Series A, bringing total funding to about $30 million since its 2021 launch. The round was led by Singular, with participation from Sequoia’s Scout Fund, Motier Ventures, and Elaia Partners. CEO and co-founder Arthur Querou indicated the funds will bolster machine learning and measurement capabilities and support hiring for ad sales and engineering teams, aiming for $100 million in projected annual revenue. Vibe.co reports over 2,000 new advertiser clients in the last 16 months, including Blink Fitness, Scopely, Lawboss, Hyundai, and John Deere. The company is shifting toward first‑party data, A/B testing, and brand uplift studies to improve measurement amid evolving privacy rules, while maintaining integrations with major streaming platforms (excluding Netflix, Hulu, and YouTube) and mobile attribution partners like AppsFlyer and Adjust.

IDFA Loss Will Kill A/B Creative Testing

Apple's IDFA policy change will profoundly alter iOS mobile app advertising, particularly how A/B creative tests are conducted on Facebook, Google, and TikTok. The article argues that creative is the most powerful performance lever, and that the loss of deterministic attribution, limited SKAdNetwork reporting, and the rise of automated campaigns will undermine traditional A/B testing. Dynamic creative optimization using asset feeds is expected to replace simple A/B testing, with platforms publishing asset feed specs to tag and measure individual assets. However, true multivariate reporting remains limited because MMP data cannot be integrated with asset feeds. SKAdNetwork constraints will cap accounts to roughly nine to eleven campaigns, with about five ad sets per campaign, narrowing testing slots and increasing uncertainty. The piece outlines two opportunities for advertisers: improve asset-feed management and leverage automation to simplify testing across platforms, enabling faster creative refreshes and cross-network deployment, while acknowledging higher risk if new concepts fail.

Mobile Device IDs Will Be The Next Ad Tracker To Bite The Dust

AdExchanger analyzes the looming end of mobile advertising IDs (IDFA on iOS and the Android Advertising ID) and the potential timing for their deprecation. While Apple and Google have not yet removed these identifiers, industry insiders predict action could come within a window from six months to five years, with Apple potentially leading. The shift would push advertisers toward alternatives such as SKAdNetwork or other privacy-focused APIs, at the cost of granular, user-level attribution. Analysts caution that removing device IDs could disrupt monetization for developers and may spur workarounds like fingerprinting. The piece explores possibilities including replacing IDFA with IDFV, a broader Privacy Sandbox approach, and the evolving role of attribution partners (MMPs). Quotes from Ana Milicevic and Mike Brooks underscore the governance and economic challenges of a post-IDFA world, while noting the uncertain path ahead.