The new technology enables marketers to buy and optimize TV to their stated outcome goals

tvScientific, the leading performance advertising platform for connected TV (CTV), has announced the approval of a new patent continuation for its Scientific System and Method for Optimizing Television Advertising. This patent reinforces tvScientific’s position at the forefront of TV advertising by optimizing campaigns to meet advertiser-declared outcome goals, such as cost per sale, cost per app install, and cost per website visitor.

1. Advanced ML and AI-Based Optimization

• The newly granted patent highlights tvScientific's use of advanced machine learning (ML) and artificial intelligence (AI) technologies.
• These technologies automatically ingest signals from internal and external data sets to identify which signals drive success for a given campaign.
• The system dynamically optimizes campaigns by focusing on effective signals, enhancing ROI for advertisers using the tvScientific platform.

2. Transparency and Control for Advertisers

• Unlike traditional “walled garden” algorithms, tvScientific’s patented technology offers transparency into the granular details of campaign delivery.
• Marketers can see the relative performance of each channel and maintain control over spend allocations, providing greater flexibility and insight into their campaigns.

3. Transition from TV Advertising 1.0 to 2.0

• According to Jason Fairchild, CEO and co-founder of tvScientific, traditional TV advertising has been limited by outdated methods focusing on reach and frequency KPIs, with audience demographics based on small viewer panels.
• The digital ad ecosystem, driven by outcome measurement and optimization, has grown exponentially, leading to tvScientific’s innovation in TV Advertising 2.0.
• This new era of TV advertising democratizes access and focuses on outcome measurement, bringing millions of new advertisers to TV screens.

4. Enhancing Campaign Performance

• tvScientific’s advanced algorithms rapidly differentiate the impact of TV media placements by offer, creative elements, or advertiser categories.
• The platform’s interoperability with third-party data sets and measurement platforms enables marketers to optimize ad delivery across CTV, OTT, and other digital formats.
• Marketers can leverage tvScientific’s platform to improve incremental business impact and drive successful advertising campaigns.

tvScientific’s newly granted patent solidifies its role as a leader in the evolution of TV advertising. By integrating advanced ML and AI technologies, the platform offers advertisers transparency, control, and optimization capabilities that drive measurable outcomes. As TV Advertising 2.0 emerges, tvScientific is at the cutting edge, revolutionizing how TV ads are delivered and measured.