The Hidden Lever Behind Better Performance TV
Spring is picking up, and so is the pace of Performance TV.
This month is about getting sharper on what’s actually driving results, improving how you optimize spend, and making smarter decisions across your media mix.
What's new
Product Highlights
AI pacing that actually optimizes for performance
Pacing should do more than just spend your budget evenly.
With AI-driven pacing, campaigns now adjust in real-time based on when your audience is most active and when conversions are most likely to happen.
Instead of treating pacing as a delivery setting, it becomes a performance lever:
- Focuses spend on high-impact moments
- Adapts throughout the day automatically
- Chooses strategies that match your goals
- No action required - this will roll out to advertisers in waves
A better bidder, built for performance
Performance TV happens in milliseconds. If you’re not fast enough, you don’t even get the chance to bid.
We’ve improved the speed of our infrastructure, allowing us to participate in significantly more auctions and evaluate more opportunities before bidding.
That increase in speed gives our models more choice. Instead of bidding on what’s available, we can be more selective and focus on impressions that are more likely to drive real outcomes.
What this means in practice:
- More auctions evaluated
- More signals to inform decisions
- Better selectivity on where spend goes
- Stronger performance from the same budget
Shopify last-touch visibility is now live
Understanding what actually drives a conversion is critical, especially in a multi-channel world.
With last-touch visibility for Shopify, you can now see when another paid channel influenced the final action. This is now turned on by default.
This helps you:
- Avoid over-crediting CTV
- Evaluate CPA more accurately
- Make smarter cross-channel budget decisions
Partner Spotlight
INCRMNTAL
Measure what actually moves the needle in Performance TV.
To make that possible, we partner with INCRMNTAL, an AI-powered attribution platform built for always-on incrementality.
Together, we help advertisers
🚀 Understand true causal impact, not just correlation
📊 Optimize spend across CTV, mobile, display, influencer, and audio
🔒 Measure real results without user-level data or experiments
Learn more about CTV optimization and incrementality:
Power performance with tvScientific trusted partners:
Community Events & Resources
Connect with tvScientific: Industry Insights & Upcoming Events!
Campaign Starters
Fresh ideas to test this quarter.
Looking for ways to apply this right away? Here are a few ideas:
Run an incrementality test
Set up a geo or audience split to measure true lift from CTV, then reallocate based on what’s actually working. same way you would in search.
Lean into high-performing dayparts
Use AI pacing insights to identify when performance spikes and shift budget toward those windows.
Map cross-channel influence
Look at how CTV supports conversions in search and social, then adjust budgets to reflect the full funnel.
That’s it for March.
If you want help putting any of this into practice, your AM is always a good place to start.
Talk soon,
Kaitlin Leimbach
Product Marketing
