The advertising industry is currently at a pivotal moment, and at tvScientific, we’re seizing the opportunity to lead its transformation. We’re thrilled to announce that we’ve raised $25.5M in Series B funding — a milestone that will allow us to accelerate our mission to redefine TV advertising as a true performance channel.
This round, led by NewRoad Capital Partners, with participation from Roku, Second Alpha Partners, Norwest Venture Partners, S4S Ventures, and Progress Ventures, will help us scale our go-to-market teams and further develop our AI-driven measurement and optimization technology.
“As brands are looking to connect more deeply with consumers to deliver business outcomes, Jason and the tvScientific team have built the leading performance CTV platform. From audience to activation to measurement and optimization, tvScientific has all the parts and partnerships in place to have a dynamic impact on the ways brands can engage consumers.”
- John Sheehy, Operating Partner, NewRoad Capital
But more importantly, it fuels the future of what we call TV 2.0 — a new era of TV advertising that delivers measurable, scalable performance outcomes.
For decades, TV advertising (or TV 1.0, as we call it) was all about broad reach. Advertisers looking to engage mass audiences had just a handful of networks and prime-time slots to choose from. While this model worked for big brands with large budgets, it lacked precision, measurement, and accountability.
Then came the digital revolution. With channels like search and social proving their ability to track and optimize every ad dollar, advertisers moved their budgets to these highly measurable channels. Meanwhile, TV advertising struggled to keep up — fragmentation, rising costs, and lack of performance measurement made traditional TV seem inefficient. As a result, digital ad spend skyrocketed past TV, with about $300B spent on digital versus $70B on TV in 2024.
But now, TV 2.0 is changing the game.
The shift to Connected TV (CTV) and Over-the-Top (OTT) platforms has catalyzed the evolution of TV advertising, making this channel as targeted, measurable, and outcome-driven as digital. Today, brands can launch performance-focused TV campaigns, optimize in real-time, and track metrics like ROAS, store visits, and conversion — just like they do with search and social.
With TV 2.0, advertisers can enjoy:
With these advancements, businesses of all kinds now have an unprecedented opportunity to drive measurable outcomes on TV.
“We often talk about the future of TV advertising being performant. Our investment in tvScientific is a further commitment to that thesis. This is a partnership that makes sense, given Roku’s scale in CTV and our belief that TV advertising should be accessible to advertisers of all shapes and sizes.”
- Miles Fisher, Senior Director, Strategic Advertising Partnerships, Roku
Our Series B funding will allow us to double down on innovation and expand our reach, bringing the power of Performance TV to even more advertisers. Whether you’re an ecommerce brand, DTC marketer, or a data-driven advertiser, TV 2.0 is the next frontier in digital marketing.
And we’re just getting started. We’re hiring across multiple teams to help build the future of TV advertising. If you’re passionate about reshaping the ad industry and working with cutting-edge technology, we’d love to hear from you. Explore our open roles here.
Want to see how Performance TV can work for your brand? Get in touch with us to start driving measurable outcomes on CTV.