Ad tech platform Vibe has raised $22.5 million in a Series A funding round led by venture firm Singular. Vibe plans to use the funds to “continue building a more efficient streaming TV advertising ecosystem and become the No. 1 connected TV ad resource for small and midsize businesses,” or SMBs. Vibe, which calls itself the “Google Ads of streaming,” says its technology “radically democratizes access to streaming TV advertising for SMBs with an easy-to-use ad platform mimicking the power and ease-of-use of Google or Meta, but for CTV and OTT.”

“As streaming apps and services are gradually showing more ads to viewers … Vibe plans to help small businesses take advantage of that trend by letting them access that ad inventory with a self-serve ad platform” like those offered by Big Tech, according to TechCrunch, which notes that while Meta and Google dominate the online ads sector, “connected TVs and streaming services represent a growing segment with some untapped potential.”

The market is fragmented, however, with many different streaming apps, hundreds of channels and dozens of live sports ventures. That’s where Vibe comes in. The company has cut deals that give it access to a wide swathe of these content companies, tapping into their ad inventory for Vibe customers.

“Overall, we can access all the streaming apps and channels that are currently available except for Hulu, Netflix and YouTube TV,” Vibe co-founder and CEO Arthur Querou told TechCrunch, which points out that even beyond the big digital players there are ancillaries “such as FAST services like Pluto, big OTT platforms like Fubo and of course broadcasters themselves, like Paramount, Warner Bros., CNN, etc.”

“Vibe launched its self-serve ad platform back in 2022 after completing a $7 million seed-funding round,” explains VideoWeek, noting that “less than two years after launch, Vibe claims over 2,000 U.S. clients, and deals with most major TV networks and streaming apps in America” and has access to their inventory.

VideoWeek says “the company hit eight figure revenues last year,” and plans to expand its model of bringing “the simplicity of Google’s platform — a key selling point for SMBs — to the streaming world.”

For more details, visit Vibe’s announcement.