Product updates
Introducing Certified Supply: Vibe.co bans 100% of supply resellers
3 min read
Introducing Certified Supply: Vibe.co bans 100% of supply resellers
At Vibe.co, we’ve always believed that transparency, efficiency, and performance should be at the heart of CTV advertising. Today, we’re taking a bold step to make that vision a reality. Effective immediately, we are banning all supply-side resellers from our platform. From now on, Vibe.co will only source inventory through Direct Integrations or Direct Deals with Publishers.
The era of resellers is officially over.
Why resellers don’t work
Supply-side resellers have long added zero value to the CTV ecosystem. They obscure inventory, create inefficiencies, and often open the door to fraud. Advertisers end up paying more, while publishers lose revenue they rightfully deserve. One alarming example: a top publisher couldn’t account for $200K of $500K in revenue because it passed through a reseller. Meanwhile, some platforms sell non-existent inventory (sorry marketers, $3 CPM ESPN inventory does not exist).
“Supply-side resellers bring no value to the CTV demand ecosystem,” says Arthur Querou, CEO and Co-Founder of Vibe.co. “By eliminating resellers, we remove inefficiencies caused by fraud and opaque inventory, while maximizing revenue for publishers and performance for advertisers. With Certified Supply, we’ve created a closed ecosystem that prioritizes transparency, quality, and measurable campaign performance.”
Certified Supply: Transparency, quality, performance
Certified Supply is more than just a policy change. It’s a commitment to a better ecosystem. By working directly with publishers, Vibe.co ensures:
- Transparent inventory: Advertisers know exactly where their media is running.
- Maximized publisher revenue: Publishers retain the value they earn, without hidden fees siphoned off by middlemen.
- Fraud elimination: Direct deals reduce risk and remove shady practices from the system.
- Efficient campaigns: Media buys are streamlined, performance-driven, and measurable.
Philo, one of our Certified Supply partners, emphasizes: “Resellers selling resellers create opacity and inefficiency. Vibe.co’s direct integration strategy ensures advertisers access inventory transparently and efficiently. Prioritizing direct publisher relationships is the right move for the ecosystem.”
A direct path from advertisers to publishers
Certified Supply delivers a zero-waste path from advertisers to publishers. Campaigns are more efficient, publishers get what they deserve, and advertisers can finally run CTV campaigns with confidence.
Resellers don’t just fail to add value. They actively harm the ecosystem.
Certified Supply isn’t just an improvement, it’s the future of performance-focused CTV advertising.
To our partners: thank you for supporting this shift.
To resellers: your era is officially over.
Vibe.co is committed to a transparent, high-performance CTV ecosystem.
Certified Supply is how we’re making it happen.
