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watchingthat
Founder note

Why Watching That
exists.

Ad operations has been the most under-invested function in streaming media for as long as I’ve been in the industry. Every operator team I worked with — broadcaster, publisher, streamer — ran the same play: heroic ops people stitching answers together from systems that didn’t talk to each other, while the dashboards described yesterday and reconciliation arrived too late to act on. The technology around the operator kept getting more sophisticated. The supervising layer above them didn’t exist.

The dashboards weren’t wrong. They were just pointed at their own system. Nobody owned the view across them.

Watching That exists because that supervising layer has to exist. Operations control isn’t a feature bolted onto an ad server, or a dashboard bolted onto a warehouse. It’s a category — one that watches the relationships between systems, not the systems themselves. A single source of truth that ends the tribal warfare between teams reading from their own dashboards. Operators deserve to work with the same calibre of platform their CFOs and finance teams already do — and to walk into every conversation with the same picture everyone else has. Ten years in, the thesis hasn’t changed, and the tooling has caught up to it.

The bigger shift is what comes next. Operators stop running checks by hand. Monitors fire autonomously. Agents query the live data layer in plain English. The next decade of ad ops won’t be human-driven — it’ll be human-supervised. That’s the discipline we’re building Watching That for.

Built by operators, for operators.

— Cameron Church, Founder

Built by operators, for operators.

If you’ve spent years inside ad-operations and want to build the layer you always wished existed, — get in touch.
Who we work with

Who we work with.

Seven operators in production across broadcaster, pay TV, streaming/FAST, and digital publisher.

A+E Global Media
New York Post
Sky
Foxtel
Scripps
Fandom
DISH Network
What we believe

Three problems we built Watching That to end.

Operator voices, recurring across thirty-five customer conversations — the gap that doesn’t show up on any single dashboard.

One.
“We’re in a constant state of reactive triage. It’s like whack-a-mole.”
— Streaming & Digital SVP · echoed across broadcasters, publishers, and FAST operators
Two.
“It’s 2025, not 1985. We shouldn’t be running our business off Excel spreadsheets.”
— Addressable service owner · echoed across premium broadcasters and digital publishers
Three.
“Our data is in fifteen places. By the time we pull it together, it’s too late to act on it.”
— Composite operator voice · recurring at broadcasters, publishers, and FAST operators
Where we are

What we are,
plainly.

Watching That is the Operations Control Platform for ad-operations teams at broadcasters, pay TV operators, streaming and FAST broadcasters, and digital publishers. Founded in London in 2016. In production at seven named tenants across EMEA, North America, and Australia — including A+E Global Media and New York Post.

Headquarters
London, with team across the UK, EU, and US.
Founded
2016.
Customers
Seven named tenants in production across broadcaster, pay TV, streaming/FAST, and digital publisher.
Platform
Four production modules — Report, Analysis, Inspect, Monitoring — over one live data layer. Plus Validation Monitors self-serve on any FreeWheel or GAM connection.
Contact

Email works.

No form-and-funnel between you and us. Write, and someone senior writes back.

Location
London · UK