Pinterest announced that it has entered into a definitive agreement to acquire tvScientific, a connected TV performance advertising platform, marking a significant expansion of its performance advertising capabilities into the rapidly growing connected TV market.
The deal represents Pinterest’s first significant move to directly integrate a CTV performance engine with its intent-driven advertising ecosystem and is expected to close in the first half of 2026, subject to customary regulatory approvals. Financial terms of the deal were not disclosed.
The acquisition brings together Pinterest’s large-scale, intent-rich audience data with tvScientific’s outcome-based connected TV advertising platform, enabling advertisers to measure the performance impact of TV advertising with the same level of clarity as in digital performance channels. Pinterest plans to integrate tvScientific’s platform directly into its performance advertising offerings, including its automation and AI-powered advertising suite, Pinterest Performance+.
Pinterest currently reaches approximately 600 million monthly active users worldwide, with users saving content to roughly 15 billion boards. The company’s AI systems and proprietary Taste Graph leverage this activity to infer consumer intent and deliver personalized recommendations and shopping experiences. By combining this intent data with tvScientific’s connected TV infrastructure, Pinterest aims to extend high-intent advertising opportunities beyond its own platform and into television environments.
tvScientific specializes in outcome-based connected TV advertising, allowing brands to launch and manage their own CTV campaigns while paying based on measurable results. The platform provides automated media buying, AI-driven optimization models, and deterministic attribution technology designed to connect ad exposure with real-world business outcomes across screens. The company reports that its technology reaches 95 percent of ad-supported video-on-demand audiences.
Following the completion of the transaction, Pinterest expects tvScientific to continue operating under its existing brand. The initial focus will be on scaling tvScientific’s capabilities within the U.S. market before expanding the integration internationally. Pinterest stated that it does not anticipate the transaction will have a material impact on its financial results.
The acquisition reflects a broader shift within the advertising industry toward measurable, outcome-driven television advertising as marketers increasingly seek unified performance metrics across digital, social, search, and CTV channels. By integrating tvScientific’s platform, Pinterest is positioning itself as a performance-driven advertising solution that spans inspiration, discovery, and purchase across multiple screens.
KEY QUOTES:
“People plan and shop across multiple screens and advertisers need performance solutions that reflect that reality. For the first time, Pinterest advertisers will be able to evaluate TV with the clarity they expect from their performance channels. Looking ahead, advertisers will be able to buy TV with the performance metrics they are already using, turning Pinterest into a true search, social, and CTV performance solution. This is an exciting progression in our multi-year strategy to drive new sources of demand to Pinterest and begin to allow advertisers to reach our valuable audience beyond our platform.”
Bill Ready, CEO, Pinterest
“This is the first time a performance CTV engine will come together at scale with an intent-rich visual search platform and it fundamentally changes what marketers can expect from TV. Combining our performance-driven CTV platform with Pinterest’s scale and high-intent audience will create a powerful new equation for modern advertisers.”
Jason Fairchild, CEO, tvScientific
