Vibe.co provides a streaming and connected TV advertising platform that helps marketers run and optimize TV ad campaigns across hundreds of channels to drive measurable business outcomes. Pulse 2.0 interviewed Vibe.co co-founder and CEO Arthur Querou to gain a deeper understanding of the company.
Arthur Querou’s Background
Could you tell us a bit more about your background and what led you to co-found Vibe.co? Querou shared:
I got my start at Y Combinator, where I had the opportunity to learn from some of the best entrepreneurs. Sam Altman was actually my mentor, and the entire experience exposed me to the power of ambitious ideas, fast execution, and surrounding yourself with people who are obsessed with solving real problems. Over the years, I became a serial entrepreneur with four successful exits under my belt, each one teaching me something different about product, markets, and timing.
Before Vibe.co, I saw a major gap emerging in TV. Streaming TV viewership was exploding, but advertising infrastructure was built on legacy systems designed for the cable era, not connected TV (CTV). TV was growing into the most powerful performance channel, yet the tools and measurement models available to brands were clunky, expensive and opaque. That disconnect, coupled with how quickly consumer behavior was shifting, pushed me to co-found Vibe.co. We wanted to rebuild TV advertising from the ground up for the streaming era to make it simple, self-serve, intelligent, and accessible to every brand.
Formation Of The Company
What problem was Vibe.co created to solve, and how did the idea come together? Querou shared:
“Vibe.co was built to solve three long-standing problems in TV advertising: fragmented inventory, broken measurement, and high barriers to entry. Historically, TV was reserved for advertisers with Fortune 500 budgets and treated as a top-of-funnel awareness channel. Meanwhile search and social platforms pushed a click-centric attribution model that didn’t reflect how audiences actually behave across screens. We saw that streaming created the perfect opportunity to merge TV’s credibility with the precision of digital, if someone rebuilt the infrastructure.”
“Vibe.co solves this by unifying ad creative, targeting, buying, and incrementality-based measurement in one platform. Incrementality tells you how many new outcomes were driven because someone saw your ad, versus what would have happened anyway. It’s a fundamentally different approach than click-based attribution, and a much more accurate way to understand the true impact of TV.”
“With our model, brands get full transparency and performance data that allows them to not only test and optimize campaigns in real-time, but also understand true ROI, reallocate spend with confidence, and scale what’s working without guesswork.”
Core Services
For readers who may be new to Vibe.co — what does the platform do, and how does it empower advertisers? Querou explained:
“We’re the only self-serve, end-to-end CTV ad platform designed to make TV work like a true performance channel. From one dashboard, advertisers can create, target, buy, and measure streaming campaigns with the same precision they expect from digital.
Advertisers get:
- AI-powered optimization through our machine-learning engine
- Hyper-targeting based on millions of consumer profiles and monthly purchase signals
- Direct access to premium streaming inventory across 500+ apps/channels and 120M households through our Certified Supply solution
- Incrementality measurement that shows the true revenue lift caused by TV
In short, we make TV simple, measurable, ROI-driven, and accessible to any brand — not just those with Super Bowl budgets.”
Evolution Of The Connected TV Ad Landscape
How has the streaming/connected TV advertising landscape evolved in recent years, and what sets Vibe.co apart from other players? Querou noted:
“Streaming crossed a major threshold this year, now representing ~45% of all US TV viewership to surpass broadcast and cable combined. Yet the advertising ecosystem hasn’t kept up, leaving brands with fragmented tools built for another bygone era. We stand apart because we are built specifically for the modern marketer – from emerging DTC companies, to Instagram advertisers, to household names looking to grow their brand and reach consumers on the biggest screen in the house. Our platform delivers:
- True self-serve control instead of opaque managed services
- Incrementality-first measurement, so brands see the actual impact of TV rather than last-click guesses
- AI-driven automation to simplify everything from creative to budgeting
- Low barrier to entry with campaigns starting at $50/day, opening TV to newer and smaller brands
- Premium, transparent inventory access with publisher relationships that remove middlemen
As a result, 90% of our customers are advertising on TV for the first time, a sign that we’re expanding the market, not just competing within it.”
Evolution Since Launching
How has your technology evolved since launch, and what innovations are you most proud of? Querou pointed out:
“In just two years, our platform has transformed into the most-used CTV ad buying tool in the U.S. Our biggest innovations include:
- Vibe IQ2, a machine-learning engine analyzing trillions of data points to optimize spend; reducing cost per conversion from $80 to as low as $15-$20
- Vibe AI Assistant, which recommends strategy, audiences, and channel mix automatically
- Vibe Studio, our AI-powered creative editor that uses AI to generate CTV-ready ads in seconds
- Vibe Connect, which brings transparent, direct access to 500+ apps and channels
- Certified Supply, which only sells ad inventory through direct publisher integrations or with Direct Deal ID”
Significant Milestones
What have been some of the company’s most significant milestones, and what does your growth trajectory look like? Querou cited:
“We’ve become the most-used CTV ad buying platform in the U.S, trusted by 5,000+ brands and 10,000+ performance marketers. In less than two years, we’ve surpassed a $100M revenue run rate, putting us among the fastest SaaS companies to reach that milestone. Our customer base has grown 2.5x YoY, and we’ve seen breakout results from brands using Vibe.co.”
“In September, we raised a $50 million Series B at a $410 million valuation led by Hedosophia, with participation from Elaia and Singular. We also brought on strategic investors, including Carolyn Everson (Board Member of The Walt Disney Company and Coca-Cola) and Nirav Tolia (CEO of Nextdoor), who has joined Vibe.co’s board of directors. These milestones reflect both market demand and the strength of our approach to CTV advertising.
We’re continuing to drive meaningful growth for brands using Vibe.co, including:
- Sijo Home: Delivered a 17% higher average order value from audiences exposed to Vibe.co ads
- ONEHOPE: Generated 150K+ impressions and conversions, achieving 13x ROAS in one month
- saw a 17% higher average order value from audiences exposed to Vibe.co ads
- Meshki: Achieved 2,976% ROAS in one week and another 266% ROAS via web-traffic retargeting
We’re also expanding our integration ecosystem. We’ve already onboarded partners like Triple Whale, HubSpot, Play.Works, Twilio, and we’ll continue to broaden integrations to ensure brands can activate, measure, and scale campaigns seamlessly across platforms.”
Customer Success Stories
What are some of the most interesting ways brands are using Vibe.co today? Any customer success stories that stand out? Querou highlighted:
“Brands are using Vibe.co to retarget abandoned carts, boost product drops and time campaigns to key buying moments. A few standout campaigns include:
- Meshki, who achieved 2,967% return on ad spend (ROAS) in one week and another 266% ROAS via web-traffic retargeting
- Sijo Home, who saw a 17% higher average order value from audiences exposed to Vibe.co ads
- A blinded DTC customer, who generated an 11% lift in sales and uncovered that traditional attribution overstated organic search by 87%, incrementality revealed CTV was the real driver.
These stories highlight just how effective Vibe.co’s platform on CTV is and how CTV can be a true performance channel when measured correctly.”
Total Addressable Market (TAM)
What does the total addressable market look like for Vibe.co, and where do you see the biggest opportunities? Querou assessed:
“CTV advertising is a $72B market growing nearly 3x faster than total media. But the biggest untapped opportunity is SMBs. SMBs make up two-thirds of the US economy but only 5% of TV ad spend. This represents a massive, underserved market ready for a platform like Vibe.co that opens up access, simplifies execution and delivers ROI with transparency.”
Top Priorities
What are your top priorities for the next year — both for you as CEO and for Vibe.co as a company? Finally, what excites you most about the future of streaming/connected TV and advertising? Querou concluded:
“I’m focused on scaling our distribution, brand, and platform reach so Vibe.co becomes the default way brands advertise on TV. That means expanding our network of streaming and integration partners, reaching new advertisers and markets, and investing in brand marketing so when advertisers think “CTV that actually performs,” they think Vibe.co.”
“Vibe.co will also be aggressively testing skippable CTV ads, using skip behavior as a valuable negative signal to improve campaign relevance and partnering with publishers to push the format forward. Another key focus is enhancing our AI-driven media buying and creative capabilities, running the first wave of AI-agent experiments so optimization increasingly becomes autonomous over time. And of course, across everything, we’re working to make incrementality the default metric for measuring ad effectiveness, moving beyond last-click thinking and aligning with major platforms shifting in that direction.”
“As subscriber growth plateaus, platforms are leaning more heavily into advertiser-led revenue, creating more inventory and more opportunities for first-time TV advertisers. This is an environment where Vibe can deliver real value. At the same time, CTV is finally starting to behave like a true performance channel, with richer signals, more flexible formats, and measurement frameworks like incrementality making TV far more accountable. And with AI reshaping both how ads are made and how media is bought, we’re moving toward a world where campaigns are smarter, more adaptive, and ultimately more enjoyable for viewers.”
