Jamloop, a platform that connects over‑the‑top (OTT) television advertising to measurable business outcomes, announced a new service model called Co‑Managed CTV. The offering combines the company’s existing self‑serve, CTV‑first interface with the strategic guidance traditionally provided through its managed‑service team. In practice, advertisers can run campaigns themselves while tapping into Jamloop’s expertise for planning, optimization, and budgeting when needed.
The move arrives at a time when performance marketers are demanding more transparency and hands‑on involvement in their streaming TV buys, yet they lack the internal resources to become CTV specialists. Traditional managed services often hide the decision‑making process behind a “black box,” while pure self‑serve tools can leave teams to navigate complex media planning without sufficient support. Co‑Managed CTV is positioned as a bridge between these two extremes, allowing brands to retain ownership of campaign execution while still benefiting from Jamloop’s seasoned media team.
Jamloop’s self‑serve platform has been marketed as a “CTV‑first” solution that lets advertisers launch, track, and adjust campaigns in real time. The Co‑Managed model layers on a consultative component: users can access the platform’s dashboards and controls, but they also have the option to involve Jamloop’s media professionals at key stages. According to the company, the service can be customized from fully autonomous operation to a collaborative or fully managed arrangement, depending on the advertiser’s resources and goals.
“This isn’t about forcing teams into a one‑size‑fits‑all workflow,” said Leif Welch, Jamloop’s chief executive officer. “What we hear from performance teams is a need for greater control, clearer visibility, and a partnership that doesn’t dump all the complexity on them. Co‑Managed CTV is our answer to that reality.”
Target Audiences: From Franchises to Boutique Agencies
Jamloop identified two primary market segments for the hybrid model. The first includes multi‑location and franchise brands that require centralized oversight but need localized execution. For these advertisers, the platform can run campaigns across a network of markets, ZIP codes, or individual stores while linking spend directly to on‑the‑ground metrics such as store visits, phone calls, appointments, and sales at each location.
The second segment consists of regional and independent agencies that want to add CTV capabilities to their service portfolios. These firms can leverage Jamloop’s transparent reporting to demonstrate performance to clients and adopt an engagement model that aligns with agency workflows.
Both groups benefit from the ability to shift between self‑serve and managed modes without migrating to a new technology stack, a flexibility Jamloop highlights as a core advantage of Co‑Managed CTV.
Industry Context: The Rise of Performance‑Focused CTV
Connected‑TV advertising has grown rapidly in recent years, driven by cord‑cutting and the migration of ad spend from linear TV to digital platforms. However, many advertisers still grapple with measuring the direct impact of CTV on offline outcomes—a challenge that performance‑oriented marketers consider critical. Jamloop’s platform, which claims to tie streaming impressions to real‑world actions, reflects a broader industry push toward attribution models that bridge online exposure and offline revenue.
The hybrid service model mirrors a trend seen across ad tech, where vendors are offering “managed self‑serve” solutions to accommodate teams that lack deep media expertise but still want to retain control over budgets and creative. By integrating these capabilities into a single interface, Jamloop aims to reduce friction for advertisers transitioning from traditional broadcast to addressable streaming.
Voices From the Field
Kyle Mollison, Director of Marketing Services at VividFront, provided a perspective that underscores the practical need for the new model. “We’d used self‑serve CTV tools before, and the problem was never the buttons. It was knowing whether the plan behind them was right,” he said. “With Jamloop, we run the campaigns ourselves, but we’ve got their media team to check our thinking on spend and market strategy. It lets us borrow their years of strategic expertise without having to dramatically upskill our team, all to the benefit of our clients.”
Welch expanded on the company’s history of delivering managed services. “For years, Jamloop has helped advertisers plan campaigns across hundreds of local markets, optimize budgets by market, and measure business outcomes through its managed service business. Co‑Managed CTV brings that same expertise into a collaborative model for advertisers who want to manage campaigns themselves.”
How the Model Works in Practice
Under the Co‑Managed framework, an advertiser begins by setting up a campaign on Jamloop’s self‑serve dashboard. The platform provides tools for audience targeting, creative upload, and budget allocation. At any point, the user can request a review from Jamloop’s media team, who will analyze the plan, suggest adjustments, and help interpret performance data.
If an advertiser prefers a more hands‑off approach, Jamloop can assume greater responsibility, handling optimization and reporting while the client retains visibility into key metrics. Conversely, a fully self‑serve setup remains an option for teams that have internal expertise and simply want a data‑rich interface.
The ability to switch between these modes without leaving the platform is meant to accommodate evolving business needs, such as seasonal campaigns, new market entries, or changes in internal staffing.
Potential Impact on Campaign ROI
While Jamloop does not disclose specific ROI figures, the promise of tying spend to concrete offline actions—store visits, calls, appointments, and sales—suggests a tighter feedback loop for advertisers. By allowing marketers to adjust budgets based on real‑world outcomes rather than pure viewership metrics, the hybrid model could improve cost efficiency and reduce wasted impressions.
Moreover, the transparency built into the platform may address a common criticism of managed services: the lack of insight into decision‑making. By surfacing optimization recommendations and performance data in an accessible format, Co‑Managed CTV gives advertisers a clearer view of how their dollars are being allocated.
Competitive Landscape
Jamloop’s announcement places it among a growing cohort of ad tech firms offering blended service models. Companies such as The Trade Desk, Amobee, and Innovid have introduced self‑serve tools with optional consulting layers, while traditional media agencies have launched proprietary platforms to retain control over data and workflow. Jamloop differentiates itself by emphasizing a performance‑centric measurement suite that links CTV exposure to offline business metrics—a capability that many larger platforms still struggle to deliver at the local level.
The focus on multi‑location brands also aligns with the needs of franchise operators who have historically relied on linear TV spots to drive foot traffic. By providing granular reporting down to the ZIP code or individual store, Jamloop could attract advertisers who have been hesitant to allocate significant budgets to CTV without clear attribution.
What’s Next for Advertisers
Jamloop invites interested parties to request a demonstration of the Co‑Managed CTV solution. The company notes that the service is available immediately, and that advertisers can transition between self‑serve, co‑managed, and fully managed configurations without migrating to a new system.
For marketers evaluating CTV options, the announcement signals that the market is moving beyond the binary choice of “do it yourself” versus “hand it off.” The hybrid model may become a reference point for future product development across the ad tech ecosystem, especially as brands seek to balance agility with strategic depth.
Bottom Line
Jamloop’s Co‑Managed CTV offers a flexible, performance‑driven approach to streaming TV advertising, blending the immediacy of a self‑serve dashboard with the strategic oversight of a managed service team. By targeting both franchise operators and independent agencies, the platform aims to address a gap in the market where advertisers want control without the steep learning curve of CTV planning. Whether the hybrid model will translate into measurable improvements in campaign efficiency remains to be seen, but the move reflects broader industry pressures to make OTT advertising more accountable and accessible.
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