Observed Signal · Dec 9, 2025 · Product Launch · Source: State of Streaming · Impact: 3/5 · Sentiment: Positive
Vibe Launches Report Builder for CTV ROI
Vibe.co launched Report Builder, a custom analytics tool designed to address Connected TV (CTV) measurement gaps by giving advertisers granular, business-focused metrics typically associated with search and social. The feature lets marketers build reports from scratch and prioritize outcomes such as conversions, revenue and return on ad spend (ROAS) rather than vanity metrics like impressions. Vibe positions the product as a performance solution for SMBs and DTC brands that require daily, provable ROI from TV campaigns. The company detailed an attribution methodology combining website pixels with integrations to major mobile measurement partners. Competitors such as tvScientific caution that raw data alone is insufficient without automated optimization, highlighting an industry trade-off between clearer measurement and decision automation.
Improves measurability of CTV by surfacing business outcomes (conversions, ROAS) and formalizing attribution; relevant to advertisers, performance-focused SMBs/DTCs and measurement vendors, but not a platform-level policy shift.
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Key Takeaways & Evidence Grounding
- Vibe.co launched Report Builder, a custom analytics tool for CTV measurement.
- Report Builder enables custom report creation focused on conversions, revenue, and ROAS.
- Vibe targets SMBs and DTC brands, positioning CTV as a direct-response/performance channel.
- Vibe's attribution methodology uses website pixels and integrations with major mobile measurement partners.
- Competitors like tvScientific argue that additional automated optimization is required beyond providing data.
Connected Companies & Entities
2 Entities mappedOntology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Vibe Expands CTV with Agent Access and Integrations
Vibe, a streaming TV ad platform for performance marketers, announced a major platform expansion to make its connected TV product accessible beyond its own interface. The company launched a public API (Vibe Developer Platform), an MCP connection for AI assistants (Vibe MCP), a command-line tool (Vibe CLI), and an in-platform reporting agent (Vibe Agent). Additionally, Vibe added six new integration partners across measurement, audience data, creative production, and compliance: Stella, Clay, Omnisend, L2, Freshpaint, and Segwise. The platform also completed its first SOC 2 Type 2 audit. Vibe's VP of Growth demonstrated the API's efficiency by building 250 account-based CTV campaigns in under 15 minutes of hands-on work, a task that would have taken 40-125 hours manually. The expansion aims to let marketers create and manage campaigns via AI assistants, scripts, or custom applications, using the same single data layer.
Vibe.co Raises $50M for AI-Powered CTV Ads
Vibe.co has closed a $50 million Series B at a $410 million valuation to expand its self-serve connected TV (CTV) advertising platform targeted at direct-to-consumer brands. The company says it reached a $100 million annual revenue run rate in under two years. Vibe.co highlights an AI-powered creative tool, Vibe Studio, which can generate ad creative from a business name or URL; AI currently produces about 10% of ads on the platform and is expected to account for 30% by 2026. As part of the round, Nextdoor CEO Nirav Tolia will join Vibe.co’s board. The funding positions Vibe.co amid a wave of companies attempting to bring digital performance tactics to television and lower the barrier for smaller advertisers to buy TV inventory.
Fairing on Vibe: post-purchase answers become CTV conversions
Connect Fairing to Vibe so your streaming TV channels appear in your post-purchase survey, and the customers who credit TV come back as conversions.
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