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Introducing the Northbeam x Vibe Integration: CTV Attribution Starts Here
3 min read
Introducing the Northbeam x Vibe Integration: CTV Attribution Starts Here
Northbeam and Vibe.co have joined forces to bring performance marketers a powerful new way to measure Connected TV (CTV). With the integration of Northbeam’s Clicks + Deterministic Views (C+DV) and Vibe.co’s media delivery, brands can now confidently attribute CTV impressions to actual revenue, moving beyond the limitations of last-click measurement.
CTV has long been a black box for e-commerce brands: great for awareness, but hard to track. By syncing Vibe.co’s impression signals with Northbeam’s first-party identity and attribution infrastructure, marketers can finally unlock multi-touch attribution across the full funnel. This means:
- True upper-funnel visibility: Quantify how awareness and prospecting campaigns actually influence downstream purchases.
- Deterministic accuracy: Every impression tied to a conversion is proven—not modeled—so attribution is grounded in reality.
- Smarter budget allocation: Know which campaigns drive downstream revenue and confidently scale what works.
Whether you’re scaling top-of-funnel or trying to validate CTV’s impact on your business, this integration makes it possible to connect awareness to action and make every dollar count.
What is Clicks + Deterministic Views (C+DV)?
Clicks + Deterministic Views is Northbeam’s next-generation multi-touch attribution (MTA) model. It combines verified impression and view data with first-party pixel and order data to show exactly how CTV drives conversions. Unlike traditional “view-through” methods, C+DV attribution is verified, NOT inferred.
How does it work?
C+DV enables brands to:
- Track conversions from users who never clicked but were definitely exposed to the ad.
- Connect impression data (especially from CTV) to revenue outcomes with high confidence.
- Attribute value to top-of-funnel media that traditionally goes uncredited due to a lack of clicks.
Why Does It Matter?
Clicks-Only measurement overvalues the bottom-of-funnel, while view-through models rely on guesswork. As a result, upper-funnel campaigns can be undervalued and budgets can skew toward the wrong channels.
With Northbeam Clicks + Deterministic Views, you can see the true, proven impact of your CTV ads. This helps you capture the real value of awareness and move beyond the limitations of last-click attribution.
Next Steps
You can connect your Vibe.co account to Northbeam by generating a Vibe API key and adding it to Northbeam (read the full help article here).
To opt into C+DV, follow these steps (note: C+DV can only be enabled by a Northbeam account admin).
1) Go to Settings > Model Settings > C+DV.
2) Select each platform you want to track. By selecting a platform, you are consenting to share impression data from that platform to Northbeam.
Try it today or reach out to our team if you have any questions.
