Martin Sorrell-backed S4S Ventures is leading a new $9.4 million investment round in CTV ad platform tvScientific. 

Jason Fairchild, Co-Founder/CEO tvScientific said the investment “marks a significant step forward in our mission to revolutionize performance advertising on Connected TV.” 

Confirming the investment on LinkedIn Sorrell, who also leads marketing holding group S4 Capital, said tvScientific is a “frontrunner in the realm of performance advertising platforms for CTV. He added that the company’s approach “paves the way for brands to procure media anchored in tangible outcomes and increase sales, marking a pioneering shift in the industry.” 

Other investors include BDMI, Progress Partners, NBCU/Comcast, Norwest Capital Partners, Aperiam, and Hearst Ventures.  

Separately, Chris Reidy recently joined the firm as Chief Revenue Officer. Previously Reidy served for over a decade at X/Twitter in senior sales and marketing roles.  

tvScientific was formed in 2020. Fairchild also co-founded supply-side programmatic platform OpenX.