A Spring Refresh for Audiences, Attribution, and Inventory | March 2026 tvSci Guide

Spring refresh: smarter audiences, stronger measurement, and easier access to premium TV inventory.

March brings meaningful updates that give you more control over how your campaigns run and how you measure performance. Here’s what’s new.

What's new

Product Highlights

Audience Builder moves toward full release

Audience Builder is moving from open beta toward full availability.

If you’ve been part of the beta, now is the time to start creating audiences in the new Audience Builder experience so everything carries over smoothly as we move toward general availability later this month.

Audience Builder lets you build targeting strategies the same way you already do in search and social.

You can:

• Build sophisticated audience segments using AND / OR logic and exclusions
• Create, edit, and deploy audiences instantly in a self-serve interface
• Save audiences in a central library and reuse them across campaigns
  

The goal is simple. More control over who you reach and less time spent setting it up.

New CPA Network Integrations: Impact and Tune

Two new integrations are now live and available: Tune and Impact.
Both help advertisers connect affiliate and partner conversions directly to Performance TV campaigns.

Tune

Lets us send server-to-server conversion postbacks into your affiliate measurement stack so CTV campaigns can be attributed, deduplicated, and reported at the partner or offer level.

Impact

Provides a validated, self-serve partner analytics setup that reduces onboarding time and cuts down on tech ops dependencies.

If you’re running CPA campaigns through affiliate networks, these integrations make it much easier to see exactly how TV contributes to partner performance.

Inventory Marketplace is about to be LIVE

Our new Inventory Marketplace is rolling out now for CPM accounts.

It brings all of your available inventory into one place and simplifies how you activate it.

You'll be able to:

• Browse inventory in one centralized view
  
• Target using bundle-based offerings instead of managing deal IDs
• See 30-day availability estimates to help with planning

There’s nothing you need to do to enable it. As it rolls out, you’ll simply notice a cleaner workflow when selecting inventory.

Partner Spotlight

AppsFlyer

CTV is driving mobile growth. Now you can measure it.

tvScientific partners with AppsFlyer, a leader in mobile measurement and attribution, to help marketers understand how CTV drives mobile installs and in-app activity.

With the tvScientific and AppsFlyer integration, marketers can:

• Connect CTV impressions to mobile installs and post-install events
• Unify attribution across mobile, web, and CTV using AppsFlyer’s measurement platform
• Protect performance from fraud while putting user privacy first
  

The result is a clearer view of how CTV contributes to mobile growth and customer acquisition.

Explore our trusted partners →

Community Events & Resources

Connect with tvScientific: Industry Insights & Upcoming Events!

	The 2026 State of Performance TV Report The future of TV belongs to performance. 2026 is the year marketers get bolder. 🎯 47% plan to expand to new campaign objectives 💡 44% will make TV the core driver of brand and performance 👥 40% are testing new audience segments The playbook is changing. The smartest marketers are already experimenting. The 2026 State of Performance TV report features insights from 600+ marketers redefining performance in the AI era. Download the full report →
	EMARKETER x tvScientific Webinar On-Demand Attention is harder to earn than ever. Customers are splintering across feeds, devices, and screens. In fact, 73% of marketers say they struggle to find high-quality customers in 2026.1  If you missed our EMARKETER session, the full webinar is now available on demand. Watch the webinar  →
	See us at Shoptalk tvScientific will be at Shoptalk Spring in Las Vegas from March 24–26. If you’ll be there, come find us. We’d love to talk about what you're testing this year and what you're seeing across Performance TV.

Campaign Starters

Fresh ideas to test this quarter.

The Search Expansion Play

Build an audience that mirrors your highest-performing search intent signals and extend that targeting to CTV. Use Audience Builder to layer behaviors and exclusions the same way you would in search.

Goal: capture high-intent audiences earlier in the funnel.

The Affiliate Amplifier

If you’re running campaigns through Impact or Tune, launch a TV campaign that supports your top affiliate offers. Measure how TV exposure lifts partner conversions and overall CPA efficiency.

Goal: strengthen your affiliate engine with incremental demand.

The Publisher Power Test

Use the Inventory Marketplace to select curated publisher bundles and compare performance against your open exchange inventory.

Goal: understand where premium inventory drives better outcomes.

The Look-A-like Breakout

Take your best converting audience segment and build a broader version using layered behavioral signals in Audience Builder.

Goal: scale performance without sacrificing efficiency.

That’s it for March.

If you want help getting started with Audience Builder, the new integrations, or the Inventory Marketplace, your account team is always happy to help.

Talk soon,
Kaitlin Leimbach
Product Marketing

Sources:
1. tvScientific, The State of Performance TV, US, January 2026.