Fairchild argues for performance-based measurement as CTV expands
Connected TV is becoming a larger consideration for advertisers seeking growth beyond search and social, but measuring its contribution requires looking beyond clicks, according to Jason Fairchild, CEO and co-founder of tvScientific by Pinterest.
In a discussion about performance advertising, Fairchild challenged the reliance on click-based measures to judge campaigns. He described that approach as “kindergarten math” and questioned the industry’s dependence on last-click attribution. The issue is especially relevant to television advertising, where an ad’s effect may not be captured by a click on the ad itself.
Fairchild’s comments reflect a broader shift in how advertisers are considering connected TV (CTV): not only as a channel for reach and frequency, but also as an environment in which campaigns can be evaluated against performance objectives. The discussion covered the current state of CTV adoption, opportunities for mid-market and enterprise brands, and the possibility of bringing performance-oriented approaches to television.
Platforms are extending beyond their core environments
The conversation also addressed social platforms moving into CTV. Pinterest and LinkedIn were raised as examples of platforms expanding beyond their established digital environments and into the living room. Fairchild discussed how Pinterest and tvScientific could extend campaigns to high-intent audiences on CTV.
That expansion creates a measurement challenge for advertisers: activity across channels needs to be assessed in a way that does not treat a click as the sole evidence of value. Fairchild’s criticism of last-click attribution points to the limits of assigning credit only to the final interaction before a conversion. The discussion did not set out a specific replacement model, but emphasized the need to move past legacy reach-and-frequency measures toward performance-based TV metrics.
CTV’s adoption among mid-market and enterprise advertisers was another topic. The discussion considered the state of the market and B2B marketing opportunities, alongside the practical question of how television can fit into performance campaigns. No adoption figures or forecasts were provided.
Creative and timing remain part of the CTV conversation
Creative was another focus. Fairchild discussed whether CTV advertising is becoming stale and how artificial intelligence and machine learning could support dynamic creative optimization. The topic was framed around the evolution of creative, rather than a specific product feature or campaign result.
Holiday shopping dynamics and early research also featured in the conversation. Those factors can influence how advertisers think about campaign timing and audience engagement, but the discussion did not provide a specific holiday strategy or performance data. Instead, they were presented as considerations within the changing relationship between television, digital media and consumer decision-making.
The central argument was that advertisers should not assume search and social measurement practices transfer neatly to television. Clicks may be useful in some contexts, but Fairchild argued that using them as the primary yardstick leaves important questions about advertising effectiveness unanswered. For marketers assessing CTV, the conversation underscored the importance of connecting campaign evaluation to performance goals while recognizing that last-click attribution offers only a narrow view of a customer’s path.
As platforms extend into CTV and advertisers explore performance-based TV buying, measurement, creative development and channel planning are increasingly linked. Fairchild’s critique is a call to reconsider how those campaigns are judged—not a claim that a single attribution method or metric applies to every advertiser.
