tvScientific Targets Connected TVs With New Ad Technology

With a growing number of Americans viewing television content through smart TVs and connected devices, newly formed startup TvScientific Inc. is creating new ways for advertisers to reach viewers and access valuable data to evaluate the success of campaigns.

The company, which formally launched March 30, is the latest business to spring from Pasadena-based incubator Idealab, which has birthed more than 150 companies since it opened in 1996.

Idealab founder Bill Gross is a co-founder of the new company, along with Jason Fairchild, who serves as TvScientific’s chief executive.

Fairchild previously co-founded ad tech company OpenX Technologies Inc. and served as a vice president at GoTo.com, the influential search site co-founded by Gross in 1998 (it was acquired by Yahoo in 2003).

The founders plan to apply lessons learned at the latter company, which rolled out the first paid search model nearly 25 years ago, to the rapidly expanding market for connected TV advertising, Fairchild said.
“We’re basically doing a version of what GoTo.com did for paid search, except we do it for the TV industry,” said Fairchild.

That means making advertising opportunities accessible and easy to purchase for as many companies as possible.

Read more at the LA Business Journal

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