Observed Signal · Aug 10, 2026 · Interview · Source: VideoWeek · Impact: 2/5 · Sentiment: Positive
Agency-Media Relationships Becoming a Lost Art — JAA Media
Max Noss, Head of AV at independent agency JAA Media, argues that hybrid CTV teams—combining digital and AV skillsets—clarify dealings with media owners and prevent brief fragmentation. He says agencies have shifted from pure media buying to strategic advisory roles, and that creative quality remains a persistent pain point for campaign effectiveness. Noss highlights premium CTV, BVOD and linear TV as strong channels for brand-building, while improved targeting and measurement enable short-term sales. He values metrics such as incremental reach, effective frequency, attention and brand-lift studies, and notes that CPMs for premium streaming inventory have become more aligned with advertiser expectations. He cites examples including campaigns for Midnite and Channel 4 Ventures, and references industry tools like Project Origin and TechEdge as part of joined-up planning work.
Practical agency-side insights on structuring CTV teams, creative importance, measurement and pricing trends are useful for media agencies, media owners and buyers but do not represent a major platform policy or technical shift.
Track Channel 4 Signals & Market Shifts in Real-Time
Polaris7 autonomous intelligence agents track regulatory filings, primary sources, executive changes, and deal flow 24/7. Create your free Explorer workspace to monitor these entities.
Key Takeaways & Evidence Grounding
- Max Noss is Head of AV at JAA Media.
- JAA Media operates a hybrid CTV team that combines the digital team and the AV team.
- JAA Media has 85 employees according to the interview.
- JAA Media worked on a campaign for the gambling brand Midnite, which has engaged in sponsorships (Club World Cup, UFC) and CTV buys since its launch last year.
- The article was published on 2026-08-10.
Connected Companies & Entities
5 Entities mapped“I’ve enjoyed working on equity clients, for example we’ve recently done a campaign with Channel 4 Ventures, and it’s quite nice seeing brand...”
“And then also my uncle [Rob Noss] has been at Mindshare for 30 years, so he’s been a really good person to speak to......”
“One that I would highlight that has made good strides is Prime Video, with the stuff that you can put onto the ad now to give the viewer som...”
“When Netflix and Amazon first launched to market, trying to explain a CPM of pretty high numbers to advertisers that are used to low ones fo...”
“So if I think about how myself, my parents, anyone that I know watches TV, most of the time now, they put the TV on and they don’t necessari...”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Agency View: TV Training Outdated, CTV Lowers Barriers
Matt Towle, Head of Broadcast at agency Anything is Possible, tells VideoWeek that broadcasters' and publishers' training and consultancy offerings are outdated compared with platform-led programs (e.g., LinkedIn). Towle argues that TV industry training (he cites Thinkbox TV Masters) is not well aligned with the modern CTV ecosystem and that publishers should build training and consultancy to help agencies and buyers navigate CTV. He also discusses how CTV is lowering barriers for smaller advertisers, how agencies are shifting from pure buying houses toward strategic consultancy (especially as AI and in-housing pressures grow), and how his agency splits CTV work across broadcast and performance teams depending on campaign goals. He gives a client example where a nonprofit, Boundless, grew from a £15,000/month linear TV buy to almost ten times that spend including CTV.
Agentic Advertising Requires Media Quality and Oversight
Marketecture guest authors Erez Levin (Emet Advisory) and Andrew Lipsman (Media, Ads + Commerce) argue that the shift to agentic media buying — AI-driven, semi-autonomous advertising agents and natural-language assistants — risks automating market inefficiencies unless independent media quality signals are embedded into decisioning. The authors cite a CIMM whitepaper and industry studies showing impressions are systematically mispriced and that bot-inflated metrics (viewability, CTR) can mislead agents to optimize for non-incremental outcomes. They recommend treating quality as human-governed infrastructure: multi-dimensional quality filters, accounting for long-term brand effectiveness (not just short-term ROI), and aligning costs with true attention value. The piece stresses urgency for CTV and programmatic channels and promotes a “human in the lead” approach to govern agentic systems.
US suspends Microsoft, Adobe from green card labor program
The Trump administration has suspended Microsoft, Adobe, and six other major tech firms—Capgemini, Cognizant, HCL, Infosys, Tata, and Wipro—from the U.S. Permanent Labor Certification program, which facilitates green cards for skilled foreign workers. Secretary of Labor Keith Sonderling cited active federal investigations and alleged fraud, noting that no new or pending applications from these companies will be accepted. Vice President JD Vance accused Microsoft of replacing laid-off workers with H-1B visa holders. Microsoft defended its practices, stating that most U.S. employees are American and that 80% of its H-1B petitions were for existing employees. The announcement was made during a White House summit on H-1B fraud, and the administration also plans to investigate nine universities, including Harvard, Yale, and Stanford, over student visa program abuse.
Track Real-Time Market Signals & Shifts
Set up custom watchlists to receive automated, evidence-grounded executive digests whenever material signals or shifts occur across your tracked landscape.