Pinterest enters CTV advertising with tvScientific acquisition

Pinterest is preparing to expand its performance advertising ecosystem beyond its own platform, announcing an agreement to acquire tvScientific, a connected TV ad tech company known for outcome-based buying and deterministic attribution. The acquisition marks Pinterest’s first major step into CTV, adding a new distribution channel for advertisers seeking measurable performance across screens.

The deal, which is subject to regulatory approval and expected to close in the first half of 2026, will integrate tvScientific’s CTV engine into Pinterest’s performance products, including its automation suite Pinterest Performance+. tvScientific will continue operating under its own name following the transaction.

Pinterest says the move will merge its intent-based audience signals—drawn from 600 million monthly users saving Pins across 15 billion boards—with a performance-driven CTV platform built for measurable TV advertising. The company positions this as an opportunity for advertisers to evaluate television inventory with the same clarity they expect from search and social channels.

tvScientific’s platform includes automated media buying, AI-powered optimization, and a cost-per-outcome model that charges advertisers only when predefined results are achieved. It also offers granular audience segmentation and deterministic attribution for campaign measurement across screens. The company claims reach across 95% of ad-supported streaming audiences.

By combining its consumer planning signals with tvScientific’s measurement infrastructure, Pinterest aims to offer advertisers a unified path to evaluate and run campaigns spanning mobile, desktop, and connected TV. Executives from both companies frame the integration as a way to bring performance metrics traditionally associated with digital campaigns to CTV, a channel where measurement has been historically less precise.

The acquisition arrives as Pinterest continues its multi-year shift toward becoming a performance marketing platform. Tools such as Performance+, launched in 2024, have driven higher impression volumes and efficiency gains according to internal figures. Bringing CTV into that ecosystem could extend Pinterest’s ad reach and create new opportunities for cross-channel attribution.

Pinterest says the U.S. market will be the first focus area before any global expansion. Financial terms were not disclosed, and the company does not expect the transaction to materially affect its near-term financial results.