Head to head
Roku Ads Manager vs Vibe: which CTV platform fits your campaign?
Short answer
On our published weights Vibe scores 8.20 and Roku Ads Manager scores 3.90. Roku Ads Manager scores higher on pricing and commitment clarity; Vibe scores higher on launch access, outcome measurement, incrementality and lift testing, control and automation, published inventory reach and enterprise and agency readiness. The better fit depends on which of those criteria matter most to your campaign.
By The Playback Desk · Best CTV Ad Platforms · Published 2026-10-15
Desk research from public vendor pages. Editorial assessment; we did not run campaigns on these platforms.
How do Roku Ads Manager and Vibe score criterion by criterion?
Scroll the table sideways
| Criterion | Weight | Roku Ads Manager | Vibe | Higher score |
|---|---|---|---|---|
| Launch access | 15% | 6 / 10 The cost guide describes starting with existing creative and a small budget; creative review takes 2–3 days. Roku Ads: How much does it cost to advertise on Roku | 9 / 10 Offers "Get started" next to "Book a demo" and says you can get started "in minutes"; payment by credit card or wire. Vibe homepage | Vibe |
| Outcome measurement | 20% | 3 / 10 Measurement is not described on the cost guide we read. Roku Ads: How much does it cost to advertise on Roku | 8 / 10 Pixel attribution with a 1 hour to 7 day window, reporting web visits, ROAS, app installs and in-app revenue in a customizable dashboard. Vibe measurement and reporting | Vibe |
| Incrementality and lift testing | 20% | 2 / 10 Not described on the page we read. Roku Ads: How much does it cost to advertise on Roku | 9 / 10 States "incrementality testing built in" with geo holdout and cross-channel lift examples; Haus and Northbeam are named integrations. Vibe MCP | Vibe |
| Control and automation | 15% | 4 / 10 Dynamic CPM with an optional maximum bid, an AI video upscaler and Action Ads. Roku Ads: How much does it cost to advertise on Roku | 9 / 10 Automatic and manual bidding and frequency capping, plus Vibe MCP to create campaigns and edit targeting and budgets from Claude, ChatGPT or Gemini, and an API with every account. Vibe MCP | Vibe |
| Pricing and commitment clarity | 10% | 7 / 10 CPM, pay as the campaign delivers, no upfront payment and $500–$1,000 starting guidance; a platform fee is not stated. Roku Ads: How much does it cost to advertise on Roku | 5 / 10 States "No Commitment" and shows a $15–$35 CPM estimate, but fees are not published. Vibe's pages describe both a $50 per day figure and no minimums; confirm current terms with Vibe. Vibe pricing | Roku Ads Manager |
| Published inventory reach | 10% | 3 / 10 The page we read does not describe which apps or how many households the inventory reaches. Roku Ads: How much does it cost to advertise on Roku | 8 / 10 Publishes 500+ channels and names Disney+, Hulu, HBO Max, Peacock, Paramount Plus, ESPN and YouTube; Netflix and Prime Video are not listed. Vibe apps and channels | Vibe |
| Enterprise and agency readiness | 10% | 4 / 10 Managed service and agency terms are not described on the page we read. Roku Ads: How much does it cost to advertise on Roku | 8 / 10 SOC 2 Type 2, multi account, 24/7 support and optional managed campaigns; no brand-safety partners named on its integrations page. Vibe pricing | Vibe |
| Total | 100% | 3.90 / 10 | 8.20 / 10 | Vibe |
What do they publish on pricing and minimums?
Roku Ads Manager
Minimum: Roku's cost guide (25 February 2026) says advertisers can start "with as little as $500" and that "$500–$1,000 is enough to get a campaign live" for most first-time advertisers. Guidance, not a stated hard minimum.
Source: Roku Ads: How much does it cost to advertise on Roku
Pricing model: "CPM pricing model"; "Pricing is dynamic"; no upfront payment, "Pay as your campaign delivers"; optional maximum bid. Platform fee: Not published.
Source: Roku Ads: How much does it cost to advertise on Roku
Vibe
Minimum: Vibe's pages describe both a $50 per day figure and no minimums; confirm current terms with Vibe.
Source: Vibe pricing
Pricing model: CPM buying; the pricing page simulator shows an estimated CPM of $15–$35. "No Commitment". Platform or management fees: Not published.
Source: Vibe pricing
Which kinds of proof does each describe?
Roku Ads Manager
Proof Card · 0 of 4 proof types described
Outcome attribution: Not described
Incrementality or lift: Not described
Named measurement partners: Not described
Data access: Not described
Vibe
Proof Card · 4 of 4 proof types described
Outcome attribution: Described. Pixel attribution with a 1 hour to 7 day window; web visits, ROAS, app installs and in-app revenue.
Source: Vibe measurement and reporting
Incrementality or lift: Described. "Incrementality testing built in", with geo holdout and cross-channel lift examples.
Source: Vibe MCP
Named measurement partners: Described. Names Haus, Northbeam, Prescient and Triple Whale among measurement integrations.
Source: Vibe integrations and API
Data access: Described. MCP and the Developer Platform API are included with every account.
Source: Vibe MCP
What inventory does each publish?
Roku Ads Manager
Not published on the cost guide we read.
Source: Roku Ads: How much does it cost to advertise on Roku
Vibe
"500+ channels", including Disney+, ESPN, Hulu, HBO Max, Paramount Plus, Peacock, Roku Channel, Samsung TV Plus, Pluto TV, Tubi, Sling TV and YouTube. Netflix and Prime Video are not listed on the channel page.
Source: Vibe apps and channels
When should you choose Roku Ads Manager or Vibe?
Choose Roku Ads Manager if you want minimums, pricing model and commitment terms stated up front, or if you want to open an account and start without a sales process.
Fits: First-time TV advertisers who want to start with existing creative and a small test budget.
Choose Vibe if you plan to run incrementality, holdout or lift tests, or if you want to open an account and start without a sales process.
Fits: Brands and agencies that want a measured CTV pilot with incrementality testing and assistant-driven control.
Frequently asked questions
Which of Roku Ads Manager and Vibe scores higher on incrementality testing?
Vibe scores 9 and Roku Ads Manager scores 2 on incrementality and lift testing. "Incrementality testing built in", with geo holdout and cross-channel lift examples. Scores reflect what each vendor's pages describe, not a test we ran.
Which is easier to start with, Roku Ads Manager or Vibe?
Vibe scores 9 and Roku Ads Manager scores 6 on launch access. Roku Ads Manager: Get started with existing creative, per Roku's cost guide. Vibe: Self-serve, with optional managed campaigns.
Can I run Roku Ads Manager and Vibe at the same time?
Yes. Many advertisers run a pilot on one platform against their current provider and compare results with a holdout or geo test. Keep the measurement method the same on both so the comparison is fair.