Jamloop has launched a new CTV advertising measurement solution through its partnership with Recast. The update strengthens how advertisers evaluate campaign performance. It helps brands measure real business outcomes beyond impressions and reach.
As CTV becomes more popular, advertisers look for more concrete evidence of their effectiveness. But even now, most of them use standard measurements. That is why Jamloop puts the emphasis on testing incrementality. Proving the real influence of campaigns. The ability to measure CTV advertising emphasizes new business results.
“CTV is trying to earn its seat at the performance table,” said Jeff Fagel, CMO at Jamloop. “But to do that, it cannot rely only on impressions, reach, completion rates, or attribution that gives media credit for conversions that may have happened anyway. Performance marketers want to know: did CTV drive more visits, more sales, more subscriptions, or more revenue? That is the standard search and social helped create, and it is where CTV needs to go next.”
The platform employs a household-level holdout technique to facilitate accurate testing. Prior to starting their campaigns. Jamloop separates their audiences into test and holdout groups. As they deliver the ads, the ads are shown to the test group while the holdout group is not included. Thus, advertisers can be able to compare the results of the two groups. Furthermore, Jamloop validates its holdout households based on bidstream data. Advertisers are therefore able to gain confidence from their campaign insights. Initial campaign results indicate excellent performance by its major streaming client. This campaign generated more than 3,000 subscriptions with high confidence.
Improving CTV Campaign Measurement with Advanced Testing
Moreover, Jamloop incorporates incrementality testing as part of its campaign processes. Unlike other methods, it integrates testing directly into the advertising process instead of relying on post-campaign assumptions. As a result, advertisers get better insights.
“We built GeoLift by Recast because we believe advertisers should be running more experiments on their media, and not just accepting modeled answers,” said Michael Kaminsky, Co-founder and CEO of Recast. “CTV is a natural fit for geographic-based testing as you can measure whether markets that saw a given campaign drove stronger conversion than comparable markets that didn’t. We love that Jamloop is building incrementality into how campaigns are actually delivered, and that commitment to rigor is exactly what we want to support.”
Also, Jamloop has collaborated with Recast to enable more testing options. Recast provides the ability to conduct geographic testing using GeoLift. With this process, performance differences between different geographic locations such as ZIP Codes and DMAs can be analyzed.
“Household-level holdouts and geo-lift each provide a different lens on incrementality,” said Daniel Gulick, Head of Product at Jamloop. “Household-level holdouts are powerful for measuring the impact of ad exposure at the audience level, while geo-lift can capture broader market effects that aren’t always visible through user-level measurement alone. The strongest advertisers will use multiple methodologies, compare results, and avoid relying on any single source of truth.”
Both of them together give an overall idea about the success of the campaigns. The former gives an idea about the effect at the audience level. Whereas the latter gives an idea about the effect on a larger market level. This means that the advertisers will be able to judge their success from various perspectives through CTV ad measurement. Jamloop currently offers this capability to eligible U.S. advertisers and plans to expand self-service experiment features in 2026.
Want more marketing excellence stories? Visit MarTech News for insights, trends, and expert updates.
News Source: Businesswire.com
