In this week’s newsletter of Inside Performance Advertising, Jason Fairchild shares why tvScientific’s next chapter brings search, social, and TV together into a single performance-driven advertising ecosystem.
This week marks a defining moment for both tvScientific and the future of performance advertising.
tvScientific has entered into a definitive agreement to be acquired by Pinterest, a visual search and discovery platform with 600 million monthly active users. Through this acquisition, we expect that marketers will bring search, social, and TV together into a single, measurable performance ecosystem that spans the entire customer journey.
When we started tvScientific, our mission was simple but ambitious: make TV a true performance channel. For years, TV sat outside the performance stack. Marketers used it because it worked at scale, but it lacked the precision, accountability, and optimization that marketers today depend on.
We created a platform that proved TV could be activated, measured, and optimized just like any other digital channel. For the first time, marketers could link spend to business impact, not just impressions. It was backed by science, driven by outcomes, and aligned with the way marketers actually grow.
What’s next is even bigger.
The walls between search, social, and TV are collapsing
Over the years, digital advertising has evolved in silos. Search captured intent, social captured engagement, and TV captured storytelling and scale.
For marketers, those walls have been largely artificial. Marketers know that customers don’t move through channels — they move through journeys. This next chapter brings a convergence of search, social, and TV into a single performance engine where:
- TV doesn’t just build demand, but captures it
- Social doesn’t just retarget, but reinforces and extends the story TV started
- Search doesn’t live alone at the bottom of the funnel, but validates the performance loop
The future of performance is intent-based and outcome-driven, across every channel consumers use to make decisions.
TV is the next great performance flywheel
We’ve already seen early signals of this shift. Marketers increasingly report measurable lift from CTV. Robust platforms have made TV just as easy to buy as search and social.
And as attribution evolves, the industry is discovering something that we’ve believed since day one: TV can drive demand at a scale that other channels can’t match.
We can finally connect that demand creation with intent-rich signals from search and social, and optimize across the entire journey with transparency. That’s the breakthrough moment. That’s the turning point for performance TV. And that’s the future we’re accelerating.
What’s next
We’re entering a chapter where performance TV is no longer an “emerging channel.” It’s becoming what connects the entire performance ecosystem.
That’s been our mission from the beginning, and now, we have the opportunity to build it faster, bigger, and at a scale that will transform the industry. I’ve never been more confident in the future of performance advertising or more excited about what comes next for tvScientific.
The best part is that we’re just getting started.
Inside Performance Advertising with Jason Fairchild delivers unfiltered insights, strategic perspective, and hard truths from inside the evolving world of adtech—cutting through the noise to focus on what really drives outcomes. Subscribe here.
