New framework combines direct publisher relationships, granular campaign reporting and independent Jounce Media analysis to improve transparency in connected TV supply chains

Jamloop has introduced Jamloop Verified Supply™, a new standard for sourcing, evaluating and reporting streaming television inventory across its performance connected TV (CTV) advertising platform. The framework combines direct supply relationships, detailed campaign delivery data and independent supply-chain analysis to help advertisers assess inventory quality and understand where their ads appear.

The company said the initiative addresses a common challenge in CTV advertising: verifying claims that inventory is premium. Verified Supply is built around three elements: direct supply, transparent delivery and independent validation.

Jamloop sources CTV inventory through direct relationships and direct-deal supply paths with networks and publishers, rather than relying on open-exchange buying or resold remnant inventory. Its proprietary bidding technology also checks whether inventory offered through these deals matches the expected publisher and inventory before a purchase is made.

Greater Visibility Into Campaign Delivery

Jamloop also standardizes supply data across publishers and platforms to give advertisers a more consistent view of their media purchases and campaign delivery.

Reporting includes channel-level information, show-level details where available, impression timing, effective frequency and geographic delivery across designated market areas (DMAs), ZIP codes and districts. Clients can access log-level data for deeper analysis and reconciliation, and connect advertising exposure with subsequent conversion activity.

“‘Premium’ without proof isn’t sufficient,” said Leif Welch, founder and CEO of Jamloop. He said advertisers should be able to understand how inventory was sourced, where their ads ran and what happened after delivery.

Independent Validation by Jounce Media

Jamloop supplements its internal supply controls with regular independent analysis from Jounce Media, which specializes in programmatic supply-chain management. The analysis evaluates audited CTV supply paths for quality and directness and identifies opportunities for further optimization.

According to Jamloop, Jounce Media’s analysis found that 98% of audited spend across the analyzed supply partners was classified as premium direct.

“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. He said the analysis demonstrated stronger supply-chain management than industry benchmarks.

Connecting Media Quality to Business Outcomes

Verified Supply is also intended to strengthen the foundation for CTV performance measurement. Jamloop argues that advertisers need confidence in the media source and delivery details before attributing conversions to an advertising campaign.

The platform supports measurement of outcomes including website activity, store visits, phone calls, appointments and sales. By combining supply transparency with audience targeting, campaign reporting and online and offline measurement, advertisers can assess where ads appeared, how frequently audiences were exposed, how long conversions took and what outcomes followed.

“Performance measurement shouldn’t start at the conversion. It starts with confidence in the media itself,” Welch said, emphasizing the importance of understanding how advertising was sourced and delivered before linking it to business results.

Jamloop also offers additional inventory controls based on advertiser requirements, including publisher and app allowlists and blocklists, content and category exclusions, custom publisher curation, and third-party invalid traffic (IVT) monitoring through providers such as HUMAN and Protected.