Vibe Launches Report Builder to Make CTV Ads as Trackable as Search

Vibe.co has launched Report Builder, a new custom analytics tool aimed at cracking CTV advertising’s stubborn measurement problem. The feature is designed to give performance marketers the granular, business-focused data they expect from search and social platforms, moving the conversation beyond simple impressions to metrics like ROAS.

• Show me the ROAS: The tool lets advertisers ditch pre-built, "canned" dashboards to build reports from scratch. Instead of just tracking vanity metrics, the focus is on hard business outcomes like conversions, revenue, and return on ad spend, connecting ad views directly to sales.

• The direct-response bet: Vibe's strategy centers on giving marketers direct control, reframing CTV as a performance channel for the SMBs and DTC brands that live and die by their daily metrics. The company is betting that provable ROI, not just branding, will win over the next wave of TV advertisers.

• Data isn't enough: But Vibe is pushing for transparency in a market already obsessed with AI-driven automation. Competitors like tvScientific contend that simply providing more data isn't enough, countering that without automated optimization, marketers are still left to manually tweak their own campaigns.

The launch highlights an escalating ad-tech arms race. It's no longer just about measuring CTV data, but about acting on it intelligently, and the real battle is between providing clearer data and providing automated decisions. On the technical side, Vibe also detailed its attribution methodology, which relies on a mix of website pixels and integrations with major mobile measurement partners.