UN 398 - Jason Fairchild. tvScientific.
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UN 398 - Jason Fairchild. tvScientific.
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In this episode, Jason Fairchild, CEO of tvScientific, discusses how performance marketing principles are being applied to connected TV advertising. The conversation covers deterministic attribution matching household ad exposure to outcomes, supply path optimization through direct publisher relationships, and radical transparency, including log-level data access. Fairchild explains how the platform brings search and social advertisers to television, the role of incrementality testing in measuring TV impact, and targeting capabilities from demographics to neighborhood-level geography. He also addresses how large language models will disrupt search advertising and create opportunities for television to reclaim its demand creation role in the marketing funnel.
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