Jamloop launches new incrementality capabilities. July 21, 2026 Jamloop, a performance CTV platform built to connect streaming TV advertising to measurable business growth, has announced expanded incrementality measurement capabilities designed to help advertisers understand whether CTV is driving net-new business outcomes - not just impressions, reach, or attributed conversions. CTV is increasingly being held to the same standard as other performance channels. Search and social earned larger budgets because marketers could optimise, measure, and defend spend. As more advertisers look to CTV to drive visits, calls, sales, subscriptions, and revenue, they need more rigorous proof that campaigns are creating outcomes that would not have happened otherwise. Jamloop Incrementality is designed to answer that question. The capability, now available in Jamloop's self-serve platform, uses a household-level holdout methodology to create a more controlled test of CTV performance. Before a campaign launches, Jamloop randomly assigns eligible households into treatment and holdout groups. During the campaign, Jamloop's proprietary bidder serves ads to the treatment group while actively suppressing exposure to the holdout group. Jamloop then validates holdout households against real bidstream activity to confirm they were reachable and impression-eligible, helping advertisers compare outcomes between exposed and unexposed households with greater confidence. The approach is already producing proof of impact for a major CTV streaming service focused on subscriber growth. Jamloop measured 3,224 incremental subscriptions at 99.98 per cent confidence, representing an estimated 365 per cent return on ad spend. After the campaign's 30-day measurement window closes, Jamloop will provide a final read on cost per incremental subscriber, incremental revenue, and return on ad spend. "CTV is trying to earn its seat at the performance table," said Jeff Fagel, CMO at Jamloop. "But to do that, it cannot rely only on impressions, reach, completion rates, or attribution that gives media credit for conversions that may have happened anyway. Performance marketers want to know: did CTV drive more visits, more sales, more subscriptions, or more revenue? That is the standard search and social helped create, and it is where CTV needs to go next." Unlike measurement approaches that rely only on modeled audiences, synthetic controls, or exposed-versus-unexposed comparisons assembled after a campaign ends, Jamloop builds incrementality directly into the campaign activation layer. Because Jamloop owns the bidding workflow, the holdout is not just a reporting label applied after the fact. Holdout households are selected before launch, actively suppressed from exposure during delivery, validated against real bidstream activity, and removed from the control group if they were never impression-eligible or were incidentally exposed. The result is a cleaner, more defensible way to understand what CTV actually drove. To give advertisers both household-level and market-level ways to validate performance, Jamloop is also partnering with Recast, a marketing planning & analysis platform, to bring additional geographic-based lift testing capabilities to CTV campaigns. GeoLift by Recast's methodology can compare performance across defined markets, such as ZIP codes, DMAs, or other geographic regions, helping advertisers estimate whether CTV drove incremental business impact at the market level. Together, Jamloop's household-level holdout methodology and Recast's market-level testing give advertisers multiple ways to evaluate performance based on campaign structure, scale, objectives, and available business data. "We built GeoLift by Recast because we believe advertisers should be running more experiments on their media, and not just accepting modeled answers," said Michael Kaminsky, Co-founder and CEO of Recast. "CTV is a natural fit for geographic-based testing as you can measure whether markets that saw a given campaign drove stronger conversion than comparable markets that didn't. We love that Jamloop is building incrementality into how campaigns are actually delivered, and that commitment to rigor is exactly what we want to support." "Household-level holdouts and geo-lift each provide a different lens on incrementality," said Daniel Gulick, Head of Product at Jamloop. "Household-level holdouts are powerful for measuring the impact of ad exposure at the audience level, while geo-lift can capture broader market effects that aren't always visible through user-level measurement alone. The strongest advertisers will use multiple methodologies, compare results, and avoid relying on any single source of truth." Jamloop Incrementality is available now for eligible US advertisers with sufficient campaign scale, conversion volume, and duration. Experiment reporting is available in-platform, with self-serve experiment configuration planned as part of Jamloop's 2026 product roadmap.

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