tvScientific Partners with MetricWorks for Enhanced Incrementality Validation | News Direct

tvScientific Partners with MetricWorks for Enhanced Incrementality Validation The partnership increases insight into CTV performance in marketing mix strategies

News release by tvScientific

facebook icon linkedin icon twitter icon pinterest icon email icon Los Angeles, CA | July 11, 2022 09:00 AM Eastern Daylight Time

Leading, connected TV performance advertising platform tvScientific today announced its partnership with MetricWorks, the leading provider of media mix modeling-based incrementality measurement which closes the gaps in last-touch measurement in a privacy-safe way. The strategic partnership will bolster digital-first marketers’ ability to more accurately measure CTV performance in their omnichannel strategies and to correct last-touch attribution.

A comprehensive marketing solution, tvScientific improves upon its sophisticated CTV performance advertising platform designed to simplify and automate CTV buying and optimization with advanced performance measurement capabilities. Marketers will be able to have adjusted insight into walled gardens through tvScientific’s always-on incrementality testing.

Comparable to the visibility typically available for search and social media channels, performance marketers are able to precisely measure the ROAS of all online and offline marketing including CTV by leveraging MetricWorks’ incrementality MMP, Polaris, a turnkey, drop-in addition that does not require any extra SDKs, device IDs or heavy migration lift.

Through Polaris, digital marketers will be able to uncover and measure new opportunities and lift of offline spend including CTV’s cross-channel synergies and organic interactions. The integration of MetricWorks’ fully automated, granular, daily incrementality measurement outputs into tvScientific’s platform validates CTV performance in daily marketing mixes by effectively measuring the medium’s powerful ability to drive incrementality.

“With the 108M streaming households market presence of CTV, digital marketers should be looking at CTV as another attractive performance channel in their daily marketing mix,” said Jason Fairchild, CEO and co-founder of tvScientific. “tvScientific’s partnership with MetricWorks will provide performance marketers with deep and comprehensive insight into campaign performance across platforms while proving that CTV has truly been undervalued due to limitations in last-touch attribution.”

Leveraging the combination of tvScientific’s granular first- and third-party data and MetricWorks incrementality measurement outputs powered by data science and machine-learning, performance marketers can more accurately compare traffic types of CTV against other channels through tvScientific’s self-serve platform.

“Today’s digital marketer needs to have a holistic understanding of how each platform is performing in a marketing mix and MetricWorks is tactically engineered for successful daily marketing effectiveness,” said Brian Krebs, CEO and co-founder at MetricWorks. “We’ve seen CTV significantly undervalued by last-touch across our customers, often because the bulk of its impact is felt higher in the funnel. The partnership with tvScientific will enable marketers to apply performance marketing strategies to advanced television and leverage media mix modeling to drive ROI on an undervalued channel.”


About tvScientific

tvScientific is the most sophisticated performance advertising platform built for connected TV. The tvScientific platform makes TV advertising accessible and measurable for brands and apps of all sizes. tvScientific offers a self-managed solution custom built for performance marketers, that simplifies and automates TV buying and optimization, leveraging massive data to prove the actual value of TV advertising. The platform reaches 95% of AVOD inventory using proprietary, deterministic ID technology to measure ad exposure to outcome in an approachable, radically transparent and scalable way. An Idealab company, tvScientific was co-founded by senior executives with deep roots in programmatic advertising, digital media, and ad verification. The company is headquartered in Pasadena, California. For more information, visit



MetricWorks is the leading provider of MMM-based incrementality measurement. Our turnkey incrementality MMP, Polaris is a fully automated MMM (media mix modeling) built for mobile and delivers MMM power in a MMP package. No need for device IDs, migrations, SDKs or heavy implementation lift. No changes to your UA process or KPIs. MetricWorks Polaris is trusted by mobile leaders to close the gaps in their measurement. Polaris can even measure brand and influencer marketing. For more information, visit or request your demo of MetricWorks Polaris at:





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tvScientificJason FairchildCTVMetricWorks