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New framework combines direct publisher relationships, detailed campaign delivery data and independent supply-chain validation
CTV advertising platform Jamloop has launched Jamloop Verified Supply™, a new framework designed to provide advertisers with greater transparency into how streaming TV inventory is sourced, delivered and measured.
The standard combines three elements: direct supply, transparent delivery and independent validation. Jamloop said the framework is intended to give advertisers greater visibility into the inventory they purchase and the performance that follows an impression.
Direct Supply and Inventory Controls
Jamloop sources CTV inventory through direct relationships and direct-deal supply paths with networks and publishers rather than relying primarily on open-exchange buying or resold remnant inventory.
The company’s bidding technology also verifies that inventory offered through those deals corresponds with the expected publisher and inventory before a purchase is made.
“‘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.”
Granular Visibility Into Campaign Delivery
Verified Supply also standardizes supply data from publishers and platforms to provide advertisers with a consistent view of campaign delivery.
Reporting can include channel-level information, show-level details where available, impression timing, effective frequency and geographic delivery across DMA, ZIP code and district.
Advertisers can also access log-level data for deeper analysis and reconciliation. Jamloop said this data can be connected with downstream conversion activity to help marketers evaluate what happened after an ad was delivered.
Jounce Media Provides Independent Validation
Jamloop is supplementing its internal supply controls with independent analysis from Jounce Media, which evaluates programmatic supply-chain quality and directness.
Jounce Media analyzed audited Jamloop CTV supply paths and found that 98% of audited spend across the analyzed supply partners was classified as premium direct, according to the companies.
“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.
The independent review is intended to provide an external assessment of the supply paths used through Jamloop’s platform.
Connecting CTV Exposure to Business Outcomes
Jamloop positions Verified Supply as part of its broader performance measurement approach.
The platform allows advertisers to connect CTV exposure with outcomes including website activity, store visits, calls, appointments and sales. By combining supply data with audience targeting and online and offline measurement, marketers can evaluate not only whether an advertisement was delivered but also where it appeared, how frequently audiences saw it and what happened afterward.
“Performance measurement shouldn’t start at the conversion. It starts with confidence in the media itself,” Welch said.
Additional Inventory and Brand-Safety Controls
Advertisers can apply additional inventory controls based on campaign requirements, including publisher and app allowlists and blocklists, content and category exclusions, and custom publisher curation.
Jamloop also supports third-party invalid traffic monitoring through providers including Human and Protected.
The Verified Supply standard applies across Jamloop’s managed, co-managed, self-service and white-label CTV buying options, extending the same supply transparency framework across different advertiser operating models.
