Jamloop has launched Verified Supply, a new standard designed to improve transparency across CTV advertising. The initiative focuses on how streaming TV inventory gets sourced, evaluated, and reported.
The organization asserts that there is a need for more evidence when it comes to making claims on premium inventory. Verified Supply uses direct supply, open delivery, and verification.
CTV inventory is acquired by Jamloop through publisher relationships and direct-deal supplies. The publisher relationship involves publishers and networks. The company does not depend on open exchange buying and resold remnant inventory. Moreover, the bidding technology that is used is another form of supply control for the company.
“‘Premium’ without proof isn’t sufficient,” said Leif Welch, Founder and CEO of Jamloop. “If an advertiser is paying a premium, they should know how that inventory was sourced, where their ads actually ran and have the data to understand what happened next. Verified Supply makes that level of transparency part of how Jamloop operates.”
The technology verifies whether offered inventory matches the expected publisher and inventory. Jamloop performs this verification before purchasing the inventory. The company also reconciles fragmented supply data across publishers and platforms. This process gives advertisers a consistent view of their CTV purchases.
Verified CTV Supply and Performance Tracking
Advertisers receive channel-level reporting and show-level details when available. They can also review impression timing, effective frequency, and geographic delivery. Geographic reporting covers DMA, ZIP code, and district levels. Clients can additionally access log-level data for deeper analysis.
This allows advertisers to align their campaigns and link exposure to conversions. Jamloop also partners with Jounce Media to perform independent supply analysis. Jounce Media is focused on programmatic supply chain management.
“Supply quality is measurable, and the difference between a marketing claim and real transparency is whether the data supports it,” said Chris Kane, Founder of Jounce Media. “Our analysis of the Jamloop platform demonstrates materially stronger supply chain management that exceeds industry benchmarks.”
The firm conducts regular analyses of audited Jamloop CTV supply chains. This involves evaluating supply quality, directness, and possible optimization areas. Jounce Media discovered that 98% of audited spend from its Jamloop supply partners fell under premium direct classification.
Supply Verified also works well for Jamloop’s way of performance tracking. It is possible to tie CTV exposure to business results for advertisers. This includes website interaction, store visits, phone calls, appointments, and sales. On the other hand, Jamloop combines supply transparency with audience targeting and campaign execution.
“Performance measurement shouldn’t start at the conversion. It starts with confidence in the media itself,” Welch said. “Before we tell an advertiser that CTV drove a visit, call or sale, we should be able to show them what they bought, where it ran and how it was delivered.”
Online and offline measures may also be employed by advertisers. This allows advertisers to analyze where ads aired and how often viewers saw them. It will also enable them to measure conversion times and business impacts.
Jamloop also provides extra controls for managing inventory according to advertiser needs. The controls offered by Jamloop are publisher and app allowlist/blocklist, content exclusion, and category exclusion. Advertisers can also leverage custom publisher curation and third-party IVT monitoring using services provided by Human and Protected. Jamloop applies Verified Supply to managed, co-managed, self-service, and white-label CTV buys.
Want more marketing excellence stories? Visit MarTech News for insights, trends, and expert updates.
News Source: Businesswire.com
