398. Jason Fairchild. tvScientific.
Jason Fairchild
February 12, 2026
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In this episode, Jason Fairchild, co-founder and CEO of tvScientific and recognized ad tech leader who previously built OpenX and goto.com, explains how performance marketing principles are being applied to connected TV advertising.
TvScientific operates as a supply path optimized platform with direct relationships to publishers like Pluto and Peacock, eliminating intermediaries to reduce costs. The company targets performance marketers who traditionally buy on search and social platforms rather than television, bringing new advertisers to streaming publishers at rates below traditional upfront commitments.
Key points from the discussion:
The platform measures outcomes deterministically by matching IP addresses of households exposed to ads with those that complete desired actions, creating exposure and outcome files that attribute television's role in conversions.
Attribution methodology includes incrementality testing with holdout groups to determine precise impact rather than relying on probabilistic fingerprinting, QR codes, or last-touch models.
Marketers access log-level detail showing ad delivery timestamps, household IDs, and customer journeys through to purchase, with data exportable to third-party measurement platforms.
Targeting options include demographics, household income, credit scores, geography down to neighborhood level, genre, keywords within programming, and specific shows.
Text-to-video AI tools will enable rapid creative generation within one to two years, allowing element-level optimization based on things like brand introduction timing, actor demographics, and color schemes.
Large language models will disrupt the $200 billion US search advertising market by providing direct answers rather than sponsored links, creating opportunity for television to reclaim its role in demand creation.
Jason Fairchild is a recognized leader in the ad tech industry with a proven track record of innovating and scaling new technologies and business models at the intersection of media and technology. He is the co-founder and CEO of tvScientific, a Connected TV (CTV) performance advertising and attribution platform. tvScientific is the first CTV advertising platform purpose-built for performance marketers, offering a self-managed solution that combines media buying, AI-driven optimization that actively drives performance, measurement, and attribution in one platform. tvScientific is backed by some of the world's leading tech investors and media companies, including NewRoad Capital Partners, Norwest Venture Partners, Roku, NBCU/Comcast, Hearst Ventures, and Idealab. Prior to tvScientific, Jason was the co-founder and CRO at OpenX, a pioneer in the programmatic advertising space. Before OpenX, Jason was an early executive at GoTo.com, the inventor of the paid search business model that now generates $200B in annual advertising spend.
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Jason Fairchild
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