Marketing Architects, Jounce Media Partner to Bring CTV Buying Transparency

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Marketing Architects has announced a partnership with Jounce Media to bring greater transparency to Connected TV (CTV) media buying through Marketing Architects’ proprietary media-buying AI, Annika.

Programmatic CTV continues to grow. So do concerns around opaque supply chains and inconsistent inventory quality. Advertisers often lack visibility into where ads run or how supply paths impact performance. This partnership addresses those challenges head-on.

Jounce Media specialises in programmatic supply chain management. The company aggregates and analyses bidstream data to classify inventory quality, identify direct and indirect supply paths, and evaluate seller behaviours.

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For Marketing Architects, integrating this data into Annika improves how supply is evaluated and selected.

“Partnering with Jounce Media lets us apply a data-enriched lens to every campaign,” said 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.”

Annika’s update unifies premium inventory across our supply ecosystem, enabling more intentional planning and minimising opaque supply chains. This change relies on a taxonomy built with Jounce data, enabling smarter campaign setup and reducing reliance on guesswork or manual research. 

The integration also supports better supply path decisioning, helping Annika prioritise high-quality, direct inventory across CTV.

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“Jounce exists to help advertisers understand what they’re buying and where it comes from,” said 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.”

This move, combined with Annika’s ability to identify and buy high-performing media, delivers an upgrade to CTV advertising. 

By enriching Annika with app-level supply data, Marketing Architects reduces reliance on black-box verification methods and sets a new standard for optimised, outcome-driven CTV campaigns.

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