Measure tvScientific Incrementality with Measured

Key Takeaways

Measured ingests tvScientific CTV campaign data through a fully managed connection and measures its true incremental contribution with geo experiments read from your transaction data.
Independent measurement complements tvScientific’s own outcome reporting: platform-side attribution optimizes the buy, while geo experiments establish the budget-level truth a CFO will accept.
No pixel dependency: measurement runs on transaction data by geography, so it works regardless of tracking coverage or attribution windows.

What is tvScientific?

tvScientific is a performance TV platform, founded by executives from search, programmatic, and digital media, that makes CTV buying and outcome-based optimization accessible to performance marketers.

How the Measured + tvScientific Integration Works

The integration brings tvScientific campaign spend, impressions, and platform-reported outcomes into Measured as a fully managed connection, mapped into your channel and tactic taxonomy. Your tvScientific investment then appears in the Cross-Channel Dashboard on the same incrementality-adjusted standard as every other channel, rather than living in a separate report with its own attribution logic.

How Easy is it to Start Measuring?

The connection is managed by Measured with nothing for your team to build. Geo holdouts on CTV are implemented through geographic targeting exclusions, with market selection, monitoring, and results handled by Measured. A holdout pauses spend in markets representing a small share of sales (most of the business runs untouched) and requires no incremental media budget. Results, with confidence intervals and statistical significance, are calculated about a week after test end and automatically strengthen the always-on model for continuous measurement between tests.

What You Can Measure

Geo holdout and scale tests measure the causal contribution of tvScientific-managed CTV spend directly from your orders, expressed as contribution, Incremental ROAS, and a test adjustment factor that corrects platform-reported conversions to their true incremental value. Test results calibrate MIM (Measured Incrementality Model) for always-on measurement, and the Media Plan Optimizer models where the next CTV dollar earns more than the alternatives.

Why Incrementality Matters for Performance TV

Performance TV platforms report outcomes using view-through attribution and device matching. These are useful for in-flight optimization but structurally prone to claiming baseline conversions. Independent geo experiments answer the question those reports cannot: how many of these conversions would have happened anyway? Measured’s Q1 2026 report found the middle 50% of CTV advertisers span $0.50 to $3.07 Incremental ROAS. See CTV is Mainstream. Optimization Just Hasn’t Caught Up.

FAQ

Is Measured integrated with tvScientific?

Yes. A fully managed integration ingests spend, delivery, and platform-reported outcomes into your cross-channel taxonomy.

Can I measure incrementality of tvScientific?

Yes. Measured runs geo holdout and scale tests on tvScientific campaigns and reads results from your transaction data, independent of platform attribution.

Do I need tvScientific’s pixel data for incrementality measurement?

No. Geo testing measures impact from aggregate transaction data by geography, so measurement is unaffected by pixel coverage or attribution windows.