Jounce Media vs OpenX

Jamloop Launches Verified Supply for CTV Transparency

Jamloop, a performance CTV advertising platform, announced the launch of Jamloop Verified Supply, a new standard for sourcing, evaluating, and reporting streaming TV inventory. The initiative combines direct publisher relationships, granular campaign delivery data, and independent validation by Jounce Media. Verified Supply provides advertisers with channel-level reporting, show-level detail, impression timing, frequency, and geographic delivery data, along with access to log-level data for deeper analysis. Independent analysis by Jounce Media found that 98% of audited spend across Jamloop's supply partners was classified as premium direct. The offering applies across managed, co-managed, self-service, and white-label buying modes, with additional controls like allowlists, blocklists, and third-party IVT monitoring available.

• Jamloop launched Jamloop Verified Supply, a new CTV inventory standard.
• The standard combines direct supply, transparent delivery, and independent validation.
• Jounce Media independently validated 98% of audited Jamloop spend as premium direct.

IAB Tech Lab Defends ads.txt Against adagents.json Proposal

IAB Tech Lab's Senior Director of Programmatic, Hillary Slattery, published a rebuttal to a proposed 'adagents.json' standard, arguing that the existing ads.txt, sellers.json, and Supply Chain Object specifications already provide comprehensive supply path validation. She refutes claims that ads.txt lacks property identification, country-level authorization, and direct path marking, noting these are supported via OWNERDOMAIN, sub-domains, and DIRECT/RESELLER fields. Slattery warns that a new unverified standard could disrupt the ecosystem and emphasizes the importance of dual-verification for DSPs to block unauthorized sellers. She encourages industry collaboration through the Programmatic Supply Chain Working Group and highlights Jounce Media's research showing 98% of bid streams enable independent validation of directness.

• adagents.json has been proposed as a new standard to replace ads.txt, but IAB Tech Lab argues it is unnecessary and inaccurate.
• ads.txt supports property identification via the OWNERDOMAIN field and sub-domain structure for country-level authorization.
• The Supply Chain Object provides an audit trail of bid request paths, complementing ads.txt and sellers.json.

More Ads Don't Mean More Revenue — Frequency

Frequency's Head of Monetization, James Smith, argues on a State of Streaming podcast that increasing ad load (more ads per pod) often reduces revenue and viewer effectiveness. He cites rising FAST channel supply and low discovery driving fill-rate problems, and points to Jounce Media research showing fewer ads can raise conversion and CPMs. Frequency's in-scene ad product uses AI video introspection to place contextual ads inside content, and the company says its upstream position at channel origination and server-side ad insertion improves supply-path cleanliness. The episode also previews an 'ad balancer' that pairs pod reduction with in-scene units and real-time, geography-aware dynamic creative.

• James Smith leads monetization at Frequency.
• Frequency promotes an in-scene advertising product that uses AI video introspection to place contextual ad moments during content.
• Article cites Jounce Media research claiming fewer ads increase conversion rates and premium CPMs.

OpenX Appoints Robert Horler as Chief Executive Officer to Lead The Intelligent SSP’s Next Phase of Growth

OpenX has appointed Robert Horler as Chief Executive Officer, effective November 2, 2026, to lead the company's next phase of growth.

Supply-Side Targeting Spend Doubles as Buyers Move Beyond Inventory Curation

OpenX announces that supply-side targeting spend has doubled as buyers move beyond inventory curation.

OpenX Appoints John Rogers as SVP of Global Publisher Development

OpenX announced the appointment of John Rogers as SVP of Global Publisher Development, a key leadership hire to drive publisher growth.