Pinterest has announced its intent to acquire tvScientific, a connected TV (CTV) advertising platform. This strategic move aims to significantly expand Pinterest's promotional capabilities, allowing marketers to reach a broader audience across various surfaces and formats, including home TV sets.
The acquisition, currently pending regulatory approval and expected to close in the first half of 2026, will enable Pinterest to merge its rich audience insights and consumer data signals with tvScientific's advanced CTV engine. This integration is designed to provide advertisers with new opportunities to connect with customers directly on their TV screens and accurately measure ad campaign results.
According to Pinterest, this acquisition will allow them to bring high-intent audiences to CTV. tvScientific's outcome-based CTV platform will be directly integrated into Pinterest's existing performance products, including its automation and AI-powered advertising suite, Pinterest Performance+.
“With this acquisition, Pinterest will bring high-intent audiences to CTV. tvScientific’s outcome-based CTV platform will be integrated directly into Pinterest’s performance products, including its automation and AI-powered advertising suite, Pinterest Performance+.”
Founded by a group of seasoned ad industry veterans, tvScientific empowers advertisers of all sizes to manage their CTV campaigns effectively. Its platform allows for outcome-based payments and utilizes advanced response data to validate the impact of TV advertising.
“tvScientific’s platform includes automated media buying, AI-powered optimization models, and deterministic attribution, enabling advertisers to run coordinated campaigns and measure outcomes across screens.”
The tvScientific system currently boasts over 15,000 unique segments, facilitating more effective audience targeting and outreach. This precision helps marketers deliver their ad campaigns to the right audience at the optimal time.
The synergy between tvScientific's sophisticated models and Pinterest's extensive shopping data—derived from the engagement and behavioral patterns of its 600 million active users—is expected to significantly enhance ad outcomes and optimize placement across a wider array of opportunities.
This move could provide a substantial boost to Pinterest's ad tools, offering expanded placement options to elevate campaign performance. With the rise of connected TV viewing and Pinterest's role as a key platform for product discovery, the ability to showcase offerings in more diverse ways is poised to improve results for advertisers.
As noted, the acquisition is currently undergoing regulatory review and is anticipated to finalize in the first half of 2026. Pinterest has also confirmed that tvScientific will continue to operate under its existing brand name once the deal receives approval.
