Fospha and Vibe Partner to Bring Performance Measurement to Premium CTV

Why Vibe

Not all CTV is the same. A lot of what gets sold as CTV inventory includes resold banners and retargeting dressed up as streaming. Vibe operates differently: 100% direct, premium, full-screen inventory - no resellers, no intermediaries. Every placement is sourced through direct publisher relationships across Disney+, Hulu, Paramount+, ESPN, HBO Max, Tubi, Roku, Pluto, Fubo, and CBS, plus live sports across the NFL, NBA, NHL, and MLB.

Vibe was built for performance marketers from the ground up. Self-serve, no minimums, no contracts - advertisers can sign up and launch the same hour. Targeting reaches zip code, age, gender, interest, and purchase intent level, with native integrations into HubSpot, Klaviyo, Shopify, Mailchimp, and more. Underlying it all is a 120 million identity graph enabling person-level targeting: ABM, CRM lookalikes, retargeting, and audience exclusion. The framing is target buyers, not impressions.

Why Fospha and Vibe

Vibe is impression-led CTV. Fospha is a daily Bayesian MMM built around impression-led measurement. The fit is structural, not incidental.

Last-click attribution and MTA-only setups systematically undervalue upper- and mid-funnel channels, and CTV is the sharpest example of that gap. A viewer sees an ad, intent forms, and conversion happens days later through search, direct, or a marketplace. Fospha's full-funnel methodology is built to model exactly that contribution. Pixel-based tools aren't.

Both products are also ad-level granular and updated daily. Very few CTV and measurement combinations can say that.

For brands selling across DTC and marketplaces, there is a further angle. Fospha's Halo product captures CTV's impact on Amazon, Walmart, and Sephora sales - closing a measurement blind spot for brands whose customers don't always convert on the brand's own site. And brands using Beam, Fospha's incremental forecasting product, can now model CTV headroom alongside Meta, TikTok, and Google, and see daily where incremental spend is likely to generate the best return.

The result is that CTV campaigns running on Vibe get the same measurement rigour as every other paid channel in the mix. Not treated as brand spend with an asterisk - measured as a performance channel with a daily, comparable number.

Getting connected

The integration is live today in the Vibe Marketplace.

Navigate to Developer Tools in your Vibe account, generate an API key, and share it with the Fospha onboarding team. Your CTV data will be live in the pipeline within the agreed onboarding timeline - no code or tagging required.

If you're already a Fospha customer, speak to your account team to activate. If you're new to Fospha, get in touch to learn more about the Measurement OS.

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