We’re excited to announce Fairing as a launch partner in Universal Ads’ newly unveiled TV Business Partner Program, the first API-based ecosystem designed to make TV advertising as seamless, scalable, and measurable as social.
With an ever-expanding roster of advertisers entering the world of premium video, Universal Ads is transforming the TV ad landscape by curating best-in-class partners for creative production and campaign measurement. Alongside industry leaders like Canva, Haus, and INCRMNTAL, Fairing plays a critical role in closing the loop on ad spend by unlocking zero-party data directly from the consumer - even across notoriously difficult-to-track channels like linear and connected TV.
“Being part of this incredible launch underscores Fairing’s dedication to improving measurement for hard-to-measure channels,” said Matt Bahr, CEO and co-founder of Fairing. “We help brands understand the 'why' behind the buy—from podcasts to social platforms—and now, TV at scale. Universal Ads is removing the barriers to entry for advertisers, and Fairing’s data ensures brands can confidently optimize spend across every screen.”
The Need for TV Attribution Has Never Been Greater
TV advertisers have struggled to tie view-based media to actual business results. While TV remains a powerful channel for brand lift and reach, its lack of direct attribution has limited ROI visibility, especially for brands seeking performance-level insights. IP-based attribution is considered essential in today's market, but its inherent limitations highlight the need for more robust and precise attribution methods to truly understand TV ad effectiveness.
Fairing solves this measurement gap with its post-conversion attribution survey asking customers, "How did you hear about us?" - capturing direct, unmodeled attribution data at scale. Now integrated into the Universal Ads ecosystem, Fairing enables brands to map campaign performance back to one of the most powerful yet opaque channel in the media mix: television.
Why Universal Ads + Fairing? Why Now?
Speed to Insight: Brands can launch TV campaigns and capture attribution data within days—not weeks or months.
Unbiased Attribution: Fairing gives advertisers a zero-party signal that avoids the guesswork of modeled metrics or platform-reported results.
Omni-channel Visibility: Whether a buyer heard about a brand on TV, a podcast, TikTok, or YouTube, Fairing captures it all in one unified view.
Privacy-Proof & Future-Ready: Built for the post-cookie world, Fairing doesn’t rely on third-party identifiers, making it the attribution backbone for privacy-centric marketers.
“TV’s complexity shouldn’t limit performance measurement,” added Bahr. “We’re proud to partner with Universal Ads to give every brand—from DTC startups to household names—the ability to test, scale, and prove the value of their TV investment.”
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