超越搜索与社交：如何借助效果电视实现规模化扩展

The majority of digital media spend today goes to search and social, and the value advertisers are using to gauge effectiveness is a click. Jason Fairchild, CEO and co-founder of tvScientific by Pinterest, calls that “kindergarten math.”

In this episode of Conversations with MarTech, Fairchild breaks down the evolving landscape of Connected TV (CTV) and performance advertising. Drawing from more than 25 years of experience in digital marketing, Jason discusses how platforms like Pinterest and LinkedIn are expanding beyond their walled gardens and into the living room.

Discover how AI is shaping dynamic creative optimization, why CTV adoption is accelerating for mid-market and enterprise brands, and why “last-click” attribution is one of the biggest myths in modern marketing.

Key topics covered in this episode include:

• Pinterest and TV Scientific: Expanding ad campaigns to high-intent users on CTV.
• The current state of CTV adoption and B2B marketing opportunities.
• How holiday shopping dynamics and early research impact ad strategies.
• Leveraging AI and machine learning for dynamic creative evolution.
• Moving past legacy reach & frequency to performance-based TV metrics.
• The myth of cost-per-click (CPC) and why “kindergarten math” fails modern ad attribution.

Episode guide

00:00 Introduction
00:36 Meet Jason Fairchild
01:40 What’s behind social platforms moving into CTV?
03:44 The current state of the CTV market?
04:54 Is the creative used in CTV getting stale?
07:30 What will be different in social and CTV next year?
11:23 Does making TV advertising more like search and social lift CTV?
15:58 What’s the biggest lie the marketing industry tells itself?

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The post Beyond search and social: How to scale with performance TV appeared first on MarTech.