JamLoop Taps Brian Bell to Lead Sales as CTV Ad Market Hits Tipping Point

WALNUT CREEK, CA – January 26, 2026 – JamLoop, a technology platform focused on performance advertising for streaming television, has appointed industry veteran Brian Bell as its new SVP, Head of Sales. The move comes at a critical juncture for the advertising industry, as Connected TV (CTV) rapidly transitions from a brand-building medium into a core, accountable driver of business growth, demanding the same level of performance measurement long expected from digital channels.

The Evolving CTV Landscape

The world of television advertising is in the midst of a seismic shift. As millions of households continue to cut the cord in favor of streaming services, advertiser dollars are following suit. The U.S. CTV ad market is projected to reach nearly $30 billion in 2024 and is on a trajectory to exceed $40 billion by 2027, according to industry analysts at eMarketer. However, this explosive growth is accompanied by a fundamental change in expectations. For years, CTV was treated as an extension of linear TV—a powerful tool for upper-funnel brand awareness. Now, advertisers are demanding more. They seek the transparency, targeting precision, and measurable return on investment (ROI) that have defined digital marketing for over a decade. This evolution is forcing a reevaluation of how streaming ad campaigns are planned, executed, and measured.

This industry-wide pivot is the central thesis behind JamLoop's strategy and Bell's appointment. The company was built to address this specific inflection point, treating CTV not as a hybrid of digital and traditional TV, but as a true performance channel in its own right. "We've finally entered the next phase of growth where CTV is being evaluated alongside other performance channels, not separately from them," said Bell in a statement. His perspective underscores the market's maturation, where vanity metrics are being replaced by hard key performance indicators (KPIs) like Cost-Per-Acquisition (CPA) and Return on Ad Spend (ROAS).

A Strategic Hire for a Shifting Market

To navigate this new terrain, JamLoop has brought in a leader with deep roots in programmatic and performance-based media. Brian Bell's career includes senior sales leadership positions at ad-tech firm Viant and, most recently, serving as GM, North America at LoopMe, where he specialized in programmatic video and CTV solutions focused on measurable outcomes. His experience is directly aligned with JamLoop's mission to bridge the gap between the impact of television and the accountability of digital advertising. In the increasingly competitive ad-tech talent market, securing an executive with Bell's specific expertise is a significant strategic move, signaling the company's aggressive growth ambitions.

At JamLoop, Bell is tasked with leading the company's sales strategy and execution. His responsibilities include expanding relationships with large enterprises and advertising agencies while simultaneously scaling support for the local and mid-market advertisers that form the core of JamLoop's focus. "Brian understands how agencies and brands are reassessing CTV through a performance lens," commented Leif Welch, CEO and Founder of JamLoop. "His leadership will be critical as we help advertisers of all sizes unlock the full potential of CTV with greater accountability and control."

Democratizing Performance for the 'Underserved Middle'

While much of the CTV ad spend has historically been dominated by national brands with massive budgets, JamLoop has identified a significant opportunity in what it calls the "underserved middle": regional brands, local businesses, and the agencies that support them. This segment is rapidly turning to CTV as the reach of traditional local cable diminishes. According to BIA Advisory Services, local CTV ad spending is one of the fastest-growing media channels, projected to hit $3.6 billion in 2024 alone. By 2025, non-political local CTV ad spend is estimated to be nearly triple the level seen in 2020.

JamLoop aims to democratize access to this powerful medium. By offering flexible solutions—including managed services, a self-serve platform, and white-label options—and notably, imposing no minimum spend requirements, the company is lowering the barrier to entry. This allows local car dealers, regional law firms, and neighborhood restaurants to leverage the same sophisticated advertising tools once reserved for Fortune 500 companies. The platform enables hyper-local targeting, down to the zip code level, ensuring that marketing dollars are spent reaching the most relevant potential customers. This precision is critical for brick-and-mortar businesses looking to drive foot traffic and tangible sales.

Technology as the Differentiator

The promise of performance CTV is ultimately delivered through technology. JamLoop's platform is built on a proprietary stack that includes its own bidder, analytics engine, and a robust attribution tool launched in 2025. This end-to-end control is designed to provide the transparency that many advertisers feel is lacking in the complex programmatic ecosystem. The attribution capability is particularly central to its value proposition, allowing marketers to connect the dots between a CTV ad view and a final conversion, whether that's an online purchase or a store visit.

The platform's dashboard provides real-time, impression-level detail and supports customizable attribution models, from last-touch to multi-touch, giving marketers a clear view of the entire customer journey. A key feature is the ability to analyze "effective frequency," which helps advertisers identify the optimal number of ad exposures needed to drive a conversion, preventing wasted spend and ad fatigue. This level of granular analysis, combined with direct integrations with over 300 media brands like Hulu, Peacock, and Disney, and multi-layered anti-fraud protections, positions the platform to deliver on its promise of making TV work like digital, with local precision at national scale. The goal, as Bell stated, is to help partners "evolve CTV into a repeatable growth engine."

This strategic appointment and technological focus represent a clear bet on the future of television advertising—a future where every dollar is accountable and performance is paramount. As the lines between digital and television continue to blur, companies equipped to provide clarity and control are poised to lead the next wave of growth in the media landscape. The challenge for JamLoop and its new sales chief will be to educate and empower a new class of advertisers to demand more from their TV spend, transforming it from an experimental line item into a predictable and scalable source of revenue.