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.

Guilherme Ramos, assistant professor of marketing at Rochester Institute of Technology, and Larissa Elmor, PhD student at FGV Brazilian School of Public and Business Administration and visiting scholar at Imperial College Business School, discuss their research published in the International Journal of Research in Marketing. Their study of nearly 8,000 consumers across three countries examines the gap between what shoppers say they value and what they actually consider when making purchases. The conversation explores why sustainability rarely comes to mind during shopping decisions and what businesses can do to bridge this attitude-behavior gap through cognitive accessibility and contextual salience.

In this episode, Dave Bernath, CEO of Wurl and former Comedy Central GM, explains the technology infrastructure behind ad-supported streaming TV. The conversation covers how FAST channels work, the relationship between content owners and platforms, and why major studios sometimes cede advertising control to distributors. Bernath discusses contextual targeting that matches emotional tone between ads and content, the gap between streaming viewership (45%) and ad spending (15%), and attribution challenges on connected TV. He also addresses YouTube's dominance on connected TVs, metadata inconsistencies in programmatic advertising, and opportunities for small and mid-sized businesses to access TV advertising at scale.