VRTCAL Partners with Jounce Media to Strengthen Supply Path Transparency
Santa Barbara, CA — October 1, 2026 — VRTCAL, a leading independent supply-side platform (SSP), today announced a partnership with Jounce Media, a leading provider of programmatic supply-chain intelligence and supply path optimization (SPO) data.
The partnership will provide VRTCAL with additional visibility into the programmatic supply chain and help strengthen transparency around the paths connecting advertisers, demand platforms, exchanges, and publishers.
As programmatic buying continues to evolve, buyers increasingly need to understand not only which SSPs provide access to publisher inventory, but also how individual supply paths differ in terms of directness, inventory access, identity signals, auction characteristics, and publisher relationships.
VRTCAL operates a direct-to-publisher supply model, connecting directly with publishers and applications while providing access to demand through a broad network of DSPs, exchanges, and other demand partners. The company also supports identity and audience signals designed to improve the quality and addressability of bid opportunities.
“Transparency and supply-path efficiency are increasingly important to both buyers and sellers,” said Brad Villeggiante, Director of Operations, VRTCAL. “Our partnership with Jounce Media gives VRTCAL another source of independent supply-chain intelligence as we continue to improve the transparency and efficiency of our marketplace.”
Jounce Media provides research, data, and analysis covering programmatic supply chains across web, mobile app, and connected TV environments. Its supply-chain framework evaluates the relationships and paths through which programmatic advertising transactions move from demand to publisher supply.
For VRTCAL, the partnership represents another step in its commitment to building a transparent, efficient marketplace while maintaining direct relationships with publishers and delivering differentiated supply to programmatic buyers.
About VRTCAL
VRTCAL is an independent supply-side platform connecting publishers and applications with programmatic demand across web, mobile app, video, CTV, and other digital environments. VRTCAL works directly with publishers and leverages programmatic technology, identity solutions, audience signals, and demand integrations to help publishers maximize the value of their inventory while providing buyers with efficient access to quality supply.
About Jounce Media
Jounce Media provides programmatic supply-chain intelligence, research, and data to help marketers, media companies, and advertising technology platforms navigate the programmatic ecosystem. Jounce maintains data and analysis covering supply chains across websites, mobile apps, and CTV apps and provides tools for evaluating supply-path directness and quality.