Bonus: CTV for DTC: How Cantrip Drives Measurable Growth with Vibe.co’s Audience‑First Strategy

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Oct 22, 2025

Arthur Querou, CEO of Vibe.co, leads a cutting-edge CTV ad platform, while Adam Terry, founder of Cantrip Seltzer, crafts a unique THC beverage brand. They explore how Cantrip leverages Vibe.co to transform streaming TV into an effective acquisition channel. Discussion highlights include the importance of hyper-targeting for performance marketing and the nuances of advertising in regulated industries. They share insights on the challenges and successes of measuring ROAS and preview the future of AI-generated ads in personalized marketing.

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ANECDOTE

Cantrip's Shift To Hemp And TV

Cantrip began selling direct after switching to hemp in 2022 and quickly tested CTV earlier this year.
Adam says TV ads made his brand feel much bigger and let him explicitly advertise THC content that Meta forbids.

ADVICE

Start With Retargeting And Track ROAS

Use Vibe's dashboard to track ROAS by campaign type and creative to understand where conversions come from.
Start with retargeting and use its ROAS metrics to guide scaling decisions.

INSIGHT

Identity-First Targeting Works

Vibe builds its own buyer profiles from first-party data and recommends targeting like Meta's lookalikes.
That identity-first approach enables hyper-targeting for sensitive categories like THC.

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