Vibe
Vibe is a self-serve CTV advertising platform for brands, marketers and agencies.
Analyst Perspective
Vibe is a private US-based adtech company that sells self-serve software for buying, optimising and measuring connected TV and streaming video campaigns. Its core product is a CTV-focused demand-side platform used by advertisers, performance marketers, brands and agencies to access streaming inventory, target audiences and track outcomes. The company has also expanded into adjacent infrastructure with an integrated supply-side layer and an in-platform video ad creation tool. The business appears to monetise primarily from media spend flowing through its platform, likely via a take-rate or margin model typical of DSPs, with software functionality bundled to make campaign setup and optimisation easy for smaller buyers. Its positioning is centred on making streaming TV advertising accessible to businesses of all sizes through low minimum spend, self-serve workflows, performance measurement and integrations with analytics, attribution and e-commerce systems.
Analyst Signal Briefing
Updated: 21 Aug 2026Following the formal completion of its $1.4 billion acquisition in August 2026, Walmart has integrated Vibe.co into Walmart Connect to offer specialised self-serve streaming advertising for small and medium-sized businesses. This move leverages Vibe’s infrastructure and $100 million annual recurring revenue to provide closed-loop attribution using first-party commerce data, contributing to a 43% growth in Walmart’s US advertising revenue. Recent technical developments include a partnership with Omnisend to synchronise customer segments for streaming audiences, reinforcing Walmart’s strategy to build a vertically integrated ad stack capable of rivaling Amazon.
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Key insights about Vibe
Category Differentiation
This company is a connected TV advertising software platform, not a consumer social app, messaging product or general media brand. It competes with CTV and programmatic advertising platforms rather than traditional TV broadcasters.
Vibe: About
Vibe operates an adtech platform business serving the buy side of streaming TV advertising, with additional supply and creative capabilities inside the same ecosystem. It creates value by aggregating premium CTV inventory, simplifying campaign execution through a self-serve interface, and improving advertiser outcomes with targeting, optimisation, attribution and reporting. Revenue is generated principally from ad spend transacted through the platform, with platform software and creative tooling used to increase adoption, campaign volume and retention.
How Vibe Works & Monetises
Business model analysis and core revenue streams
Vibe primarily monetises through programmatic media spend flowing through its CTV buying platform, most likely using a percentage take-rate or media margin structure typical of DSPs. Its low entry point suggests adoption is designed to encourage smaller advertisers to test and scale spend rather than pay large upfront licence fees. Platform capabilities such as measurement, integrations and creative generation appear bundled into the product experience to increase spend volume, retention and customer lifetime value, while agency incentive structures support partner-led demand generation.
Revenue Channels
Side-by-Side Comparisons
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Products & Services in Categories
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Vibe: Key Competitors & Alternatives
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Programmatic adtech platform spanning SSP, DSP, retail media and CTV.
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Connected TV platform combining streaming, advertising and app distribution.
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Independent DSP for omnichannel programmatic advertising on the open internet.
Recent Signals (Vibe)
Walmart Raises Guidance After 38% Ads Growth
Walmart reported a strong quarter driven by advertising and ecommerce, with global ad revenue up 38% and U.S. Walmart Connect growth of 43% (excluding Vizio). Total revenue was $187.9 billion, a 5.9% year-over-year increase, and adjusted EPS beat estimates. The company raised its full-year adjusted EPS guidance to $2.80–$2.87. Walmart recently closed its acquisition of CTV platform Vibe.co and plans to fold it into Walmart Connect to extend first-party commerce data and measurement into streaming; the retailer also owns Vizio from a 2024 deal. Walmart is scaling AI capabilities through its Sparky shopping agent (users up 70% year-over-year; Sparky users spend 40% more per order). Leadership cited tariff refunds and regulatory headwinds but emphasized the strategic value of integrating shopping, media, and streaming.
Read original sourceIntroducing Omnisend for Vibe
Sync Omnisend segments to Vibe and run them as Streaming TV audiences.
Read original sourceIntroducing Omnisend for Vibe
Sync Omnisend segments to Vibe and run them as Streaming TV audiences.
Read original sourceVibe: Frequently Asked Questions
What is Vibe?
Vibe is a self-serve connected TV advertising platform that helps businesses plan, buy, optimise and measure streaming video campaigns.
Who uses Vibe?
Its main users are advertisers, SMBs, brands, performance marketers and agencies that want to run measurable CTV campaigns.
How does Vibe make money?
It appears to earn primarily from advertiser media spend flowing through its platform, likely via a take-rate or margin, with software features bundled around that activity.
Company Facts
- Founded
- 2022
- Headquarters
- United States
- Core Segment
- AdTech Vendor
- Company Size
- 201–500
- Official Link
- vibe.co