Clarity in the Stream: tvScientific’s New Alliance to Fix TV Ad Metrics

SAN FRANCISCO, CA – July 09, 2026 – As advertisers pour billions into the burgeoning world of Connected TV (CTV), a persistent fog of fragmented data and inconsistent metrics has left many struggling to prove their return on investment. Addressing this critical industry challenge, tvScientific by Pinterest today announced the launch of its Certified Measurement Partner Program, a strategic initiative aimed at bringing transparency, accuracy, and interoperability to Performance TV advertising.

The new program establishes an ecosystem of trusted measurement and analytics providers, with INCRMNTAL, Measured, Singular, and WorkMagic named as initial launch partners. The collaboration is designed to give advertisers the tools to finally connect the dots between streaming ad exposure and tangible business outcomes, moving beyond impressions to prove incrementality and optimize campaigns with confidence.

Tackling the Measurement Maze of Modern TV

The shift from linear to streaming television has been seismic. The U.S. CTV advertising market is on a trajectory to exceed $30 billion, yet its rapid, decentralized growth has created a complex and bewildering measurement landscape. Advertisers navigate a patchwork of devices, platforms, and walled gardens, each with its own methodology for tracking performance. This fragmentation leads to data silos, a lack of standardized metrics, and a significant challenge in attributing conversions that happen on a second screen, like a phone or laptop, after an ad is viewed on a smart TV.

For marketers, this translates into a fundamental problem: a lack of clear, reliable proof that their CTV ad spend is actually working. "We feel like we're flying blind a lot of the time," confessed one senior media buyer at a major direct-to-consumer brand. "We know the audience is there, but connecting a TV ad to a sale that happens on our mobile app a day later is a massive technical and analytical hurdle." This uncertainty not only hinders campaign optimization but also makes it difficult to justify budget allocations in boardrooms where every dollar is scrutinized for its impact on the bottom line.

Performance TV has emerged as the antidote, promising to merge the high-impact, immersive experience of television with the data-driven accountability of digital marketing. The goal is to transform CTV from a brand-awareness channel into a direct-response engine that drives measurable actions like sales, app installs, and site traffic. However, realizing this vision requires a robust measurement framework that can cut through the existing complexity.

An Ecosystem Built on Trust and Verification

tvScientific by Pinterest's new program is its answer to this industry-wide call for clarity. The initiative is built on a philosophy of openness and flexibility, empowering advertisers to work with the measurement partners they already trust.

“Performance TV is becoming a critical growth channel for advertisers, but measurement fragmentation continues to create uncertainty around what’s actually driving outcomes,” said Jason Fairchild, CEO of tvScientific by Pinterest. “This program delivers measurement interoperability that gives advertisers the flexibility to work with any measurement partner they choose, which is foundational to the 'trust but verify' philosophy that gives marketers absolute confidence in their results.”

The strength of the program lies in the diverse expertise of its inaugural partners. Each one addresses a different, crucial piece of the measurement puzzle:

• INCRMNTAL specializes in incrementality testing, helping advertisers determine the true causal impact of their campaigns. “Incrementality has become an essential part of understanding media effectiveness,” noted Maor Sadra, CEO of INCRMNTAL, emphasizing the need to quantify the additional business generated by TV investments.

• Measured provides sophisticated media mix modeling (MMM), allowing brands to understand how their Performance TV campaigns contribute to success within the context of their entire marketing portfolio. “Measurement is most valuable when it helps marketers separate correlation from true business impact,” said Measured CEO Trevor Testwuide.

• Singular, a leading mobile measurement partner (MMP), bridges the critical gap between the living room TV and the smartphone. “When CTV and mobile are measured separately, marketers are left piecing together performance after the fact,” explained Susan Kuo, COO & Co-founder at Singular. Their integration provides a unified view of performance across devices.

• WorkMagic focuses on causal measurement and advanced analytics to prove the business impact of every media dollar. “By partnering with tvScientific by Pinterest, we’re helping brands better understand the true impact of Performance TV and optimize around measurable business outcomes,” stated Alex Roucourt, Chief Partnerships Officer at WorkMagic.

Together, these partners create a comprehensive toolkit that moves the conversation from simple viewership metrics to a sophisticated analysis of attribution, incrementality, and holistic business impact.

The Pinterest Edge: Beyond the Click and Into Intent

What sets tvScientific's platform apart in the crowded ad tech field is the powerful data engine running under the hood: Pinterest. The "by Pinterest" designation is more than just branding; it signifies a deep integration with Pinterest's vast repository of predictive intent signals. While other platforms rely on standard demographic or behavioral data, tvScientific can tap into a unique understanding of what consumers are actively planning and considering for purchase.

Users on Pinterest are not just passively browsing; they are curating their future, creating boards for home renovations, searching for recipes, planning vacations, and saving fashion ideas. This activity generates a rich, first-party data asset that signals high commercial intent. By leveraging these signals, the Performance TV platform can target households that are not just in the right demographic but are in the right mindset to be receptive to a brand's message.

This intent data is fused with tvScientific's proprietary deterministic ID technology, which is designed to connect ad exposure on a streaming device to a subsequent action on a different device without relying on cookies. This combination provides a formidable solution to the cross-device attribution problem. It allows an advertiser to serve a home improvement ad to a household that has been actively pinning kitchen remodel ideas on Pinterest, and then confidently measure when a member of that household later visits their website on a laptop to request a quote.

Redefining ROI for the Streaming Era

By launching the Certified Measurement Partner Program, tvScientific by Pinterest is not just selling a tool; it is championing a fundamental shift in how TV advertising is valued. The initiative is a clear signal that the days of justifying TV spend with proxy metrics like gross rating points (GRPs) are numbered. The future is outcome-based, where success is defined by sales, installs, and provable ROI.

This move toward greater accountability is poised to have a ripple effect across the industry. By making advanced measurement solutions like incrementality testing and media mix modeling more accessible, the program empowers a broader range of advertisers to adopt more sophisticated strategies. It lowers the barrier to entry for brands that have been hesitant to invest in CTV due to measurement concerns, potentially unlocking even greater growth for the market.

This ecosystem approach, combining AI-powered optimization, deterministic measurement, and predictive consumer intent, represents a broader vision for the future of television advertising. It's a future where advertisers are no longer forced to choose between the broad reach of TV and the precise measurement of digital, but can finally have both in a single, powerful platform.