tvScientific Debuts Gaming CTV Ad Performance Solution

In the US, ad tech firm tvScientific has launched a CTV (Connected TV) performance advertising solution for the games industry.

Co-founded in 2020 by a group which includes Kent Wakeford (pictured), the co-founder of ad intelligence specialist Integral Ad Science, tvScientific claims its CTV buying and attribution platform is the only one to offer a self-serve solution that combines fully optimized media buying with measurement and attribution. Last month, the firm raised $20m in a Series A round of funding.

The new solution provides buying, measurement and attribution services to game publishers and developers, combining the reach and engagement of TV advertising with the performance, trackability and cost effectiveness of digital marketing. Through tvScientific's proprietary, patent-pending CTV attribution platform, game publishers can now match CTV ad exposure to site visitations and outcomes through a direct 1:1 deterministic ID match, without relying on extrapolations from small panels or samples.

The company worked with fifteen game developers to design the platform, and claims it has already driven more than one million game installs during beta testing, at an average Cost Per Install (CPI) rate of $1.90 and an average Day-7 Return On Ad Spend (ROAS) of 1.25X. Wakeford comments: 'We set out to take all of the guesswork and complexity out of CTV advertising by providing an extremely simple - yet incredibly powerful - platform that lets game marketers reach television audiences with precision and efficiency. As a result, we have transformed TV into a scalable marketing channel that delivers clear, measurable ROI to support the user acquisition goals of game marketers everywhere'.

Web site: www.tvscientific.com .