Marketing Architects has teamed up with Jounce Media. This partnership focuses on boosting transparency and performance in Connected TV (CTV) media buying. They will use Annika®, their AI-powered media-buying platform, for this effort.
As programmatic CTV investment grows, advertisers face new challenges. These include unclear supply chains and uneven inventory quality. Brands struggle to optimize their spending because they have limited insight into ad delivery. They also find it hard to understand how supply paths impact results. This partnership directly addresses those concerns by bringing deeper supply-side intelligence into the buying process.
Jounce Media is a leader in programmatic supply chain management. They aggregate and analyze bidstream data. Jounce uses this to classify inventory quality, map supply paths, and assess seller behavior in the ecosystem. Integrating these insights into Annika enables Marketing Architects to make more informed, data-driven decisions about CTV inventory selection and supply evaluation.
“Partnering with Jounce Media lets us apply a data-enriched lens to every campaign,” says Marrika Zapiler, Director of Advanced TV at Marketing Architects. “We’re building a foundation for more effective, transparent CTV buys that better serve our clients’ goals.”
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The latest Annika enhancements unify premium CTV inventory across the supply ecosystem, enabling more deliberate planning while reducing exposure to opaque or inefficient supply paths. The update is powered by a new taxonomy built using Jounce Media data, allowing for smarter campaign setup and significantly reducing reliance on manual research or assumptions. As a result, Annika can more effectively prioritize high-quality, direct inventory to improve media efficiency and outcomes.
“Jounce exists to help advertisers understand what they’re buying and where it comes from,” says Chris Kane, founder at Jounce Media. “By taking a seller-oriented approach to media planning, execution, and measurement, Marketing Architects is embracing the industry’s movement toward a more trusted and accountable programmatic supply chain.”
Combined with Annika’s proven ability to identify and activate high-performing media, this integration represents a meaningful advancement for CTV advertising. By incorporating app-level supply data directly into its AI-driven decisioning, Marketing Architects reduces dependence on black-box verification tools and establishes a new benchmark for transparent, outcome-driven Connected TV campaigns.