Jamloop and Recast launch dual-layer incrementality measurement for performance CTV

The move shifts CTV measurement from post-campaign modeling to real-time experimentation within the bidding stack. By automating holdout validation against actual bidstream activity, Jamloop aims to eliminate the 'credit' claimed for conversions that would have occurred regardless of ad exposure. This rigor is essential as CTV competing for performance budgets alongside search and social. As fragmentation complicates cross-platform attribution, providing defensible, experiment-grade data is the primary mechanism for unlocking higher-funnel spend from skeptical CFOs. Watch for whether this integrated testing approach becomes a standard requirement in self-serve CTV DSPs by 2027.

The partnership arrives as the industry faces a significant measurement trust gap. According to a July 2026 survey of 120 senior marketers conducted by Jamloop, 62% of respondents expressed skepticism toward platform-reported results, while over 70% stated they would increase CTV investment if attribution was demonstrably improved. This demand for accountability coincides with a massive shift in viewership; per Nielsen data from May 2025, streaming reached a record 44.8% of total U.S. TV viewing, surpassing the combined share of broadcast and cable for the first time.

While CTV ad spend is projected to hit $32.57 billion in 2025 according to eMarketer, reaching nearly double its 2021 level, marketers continue to struggle with high frequency on limited household segments. Innovid’s 2025 CTV Advertising Insights Report found that the average campaign reached only 19.64% of households with a frequency of 7.09, highlighting the risk of oversaturation. Furthermore, a 2025 report from Measured revealed that CTV platforms often under-report their true business impact by up to 20%, suggesting that legacy last-click attribution models fail to capture the channel's full influence on the consumer journey.

By 2028, eMarketer forecasts CTV ad spending will grow to $46.89 billion, eventually surpassing traditional TV. To capture this capital, platforms are increasingly prioritizing incrementality and 'clean room' solutions. The IAB’s 2026 Outlook Study noted that cross-platform measurement rose to a top priority for 72% of advertisers, up from 64% in 2025. Industry analysts from Gartner previously warned that by 2027, over 40% of CMOs who cannot provide experiment-grade proof of return on brand spend risk losing influence with the C-suite, making tools like GeoLift and household holdouts critical for budget defense.