"According to Querou and Franck Tetzlaff, fellow Vibe.co co-founder and chief technology officer, focusing on direct publisher relationships will provide better transparency all across the supply chain, reduce duplicate bid requests for inventory and allow Vibe to offer better technical support for the platform itself. Because when a problem occurs, said Tetzlaff, "you know who to call and how to debug it.""
"Although moving to direct supply was always the ultimate goal for Vibe.co, the platform originally operated on the open market as a way to better establish themselves as a business. Now with this transition away from the open market, their team can afford to focus more on accuracy and and less on boosting match rates, Tetzlaff said, For most, this might seem like a contradiction, as higher match rates are usually associated with higher household reach (and, therefore, with increased performance)."
Vibe.co launched Certified Supply to require buyers to transact only on ad inventory obtained via direct publisher integrations or deal IDs from an opt-in whitelist. Development of the solution took nearly a year. The platform is transitioning away from the open market to increase supply-chain transparency, reduce duplicate bid requests, and enable clearer technical support and debugging. The shift allows a focus on accuracy rather than maximizing match rates. SMB clients on the platform seek very specific, hyper-targeted audiences where lower match rates are acceptable given limited budgets and a need for precision.
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