Observed Signal · Jul 2, 2026 · Research Report · Source: State of Streaming · Impact: 2/5 · Sentiment: Neutral
Looper Insights: CTV Merchandising Analytics Platform
Looper Insights is a CTV merchandising analytics company that provides home‑screen placement measurement and quarterly reports for studios, streamers, broadcasters and regulators. The company is represented on State of Streaming's directory and has a public website and social profiles. State of Streaming lists a Looper Insights quarterly report (May 2026) that introduces a home‑screen placement metric called Media Placement Value (MPV). Lucas Bertrand is named as CEO of Looper Insights in the coverage.
Company profile and report-level measurement insight (MPV) relevant to CTV merchandising and audience measurement but not an industry-shifting announcement.
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Key Takeaways & Evidence Grounding
- Looper Insights is described as a CTV merchandising analytics platform serving studios, streamers, broadcasters, and regulators.
- Looper Insights publishes quarterly reports; State of Streaming references a Looper Insights quarterly report (May 2026) titled 'The Streaming Shelf'.
- State of Streaming partnered with Looper Insights for the quarterly report and references Looper's Media Placement Value (MPV) metric.
- Lucas Bertrand is named CEO of Looper Insights in the State of Streaming coverage.
- Looper Insights lists a public website (looperinsights.com) and social profiles (X/Twitter and LinkedIn) on its State of Streaming company page.
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Looper Insights launches AI chat to price CTV home-screen placements
Looper Insights has announced the launch of Looper AI, a conversational interface that allows studios, streamers, and their marketing, content, distribution, and partnership teams to query the company's CTV home-screen placement data in plain language. The AI-powered chat provides answers with source tables, enabling users to understand the value of their on-device placements, compare with competitors, and take data-backed numbers into platform negotiations. The tool addresses a market gap where 65% of streaming executives believe platforms charge premium rates without adequate proof, yet only 8% use third-party verification. Looper Insights also plans to offer public Model Context Protocol (MCP) access, allowing its data to be integrated into AI assistants like Claude, ChatGPT, and Copilot. This move positions Looper as a data source for AI-driven media planning and could increase pricing transparency in CTV advertising.
LoopMe Expands PurchaseLoop for Lower-funnel Performance
LoopMe announced an expansion of its PurchaseLoop solution to add cost-per-install (CPI) and cost-per-acquisition (CPA) optimisation. The update introduces two activation tracks — Performance App (optimises for app installs and post-install actions) and Performance Web (optimises for acquisitions, leads, sign-ups and ROAS) — while continuing to buy on a CPM model and use advertisers' existing measurement stacks (MMPs). PurchaseLoop combines live brand campaign signals with in-app behavioural data from LoopMe’s Chartboost SDK and feeds those signals into AI models to optimise towards advertisers' CPI, CPA and post-install goals.
YouTube, Netflix and Roku Fight Home-Screen Dominance
A new State of Streaming analysis of Looper Insights research argues the real battleground in streaming is the TV home screen — not just subscribers. Looper introduced a metric called $MPV (Dollar Media Placement Value) to price home-screen shelf placements and showed one Roku-built WNBA hub captured 95.4% of placement value across seven CTV platforms. The piece highlights YouTube's July 2026 five-year deal with NBCUniversal to include Peacock in YouTube Premium as an example of platforms buying distribution control. Industry survey data and Nielsen viewing figures suggest YouTube has a disproportionate share of viewing relative to ad spend, prompting calls to reprice CTV inventory and watch ad-tech infrastructure and potential M&A in supply-side platforms.
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