Pinterest to Acquire tvScientific to Strengthen AI-Driven Connected TV Advertising

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Pinterest has announced a definitive agreement to acquire tvScientific, a connected TV (CTV) performance advertising platform, marking a major step in its strategy to expand advertising beyond mobile and desktop environments. The acquisition reflects Pinterest’s ambition to play a larger role in full-funnel digital advertising by bringing measurable, performance-focused capabilities to television — a medium that has traditionally been difficult to track with precision.

The deal aims to combine Pinterest’s intent-rich audience data with tvScientific’s outcome-based connected TV technology. Together, the two companies seek to give advertisers clearer visibility into how television advertising contributes to measurable business outcomes such as conversions, website visits, and sales. As marketers increasingly demand accountability across all channels, this integration is expected to bridge the long-standing gap between brand-oriented TV metrics and performance-driven digital advertising.

Pinterest has grown into a powerful discovery and planning platform, reaching more than 600 million monthly active users worldwide. Users curate ideas across billions of boards covering fashion, home décor, travel, food, wellness, and more. These activities generate strong predictive signals about future purchasing and planning behaviour. Pinterest leverages these signals through its AI systems and its proprietary Taste Graph, which maps relationships between ideas, interests, and products to deliver highly personalised content and shopping experiences.

By acquiring tvScientific, Pinterest plans to extend these high-intent signals to connected TV environments. This move allows Pinterest to move beyond being primarily a source of inspiration and discovery and become a full-funnel advertising platform. Advertisers will be able to reach audiences on television screens while maintaining the ability to measure outcomes with the same rigor they expect from digital channels.

tvScientific specialises in performance-focused connected TV advertising, enabling brands to plan, execute, and measure TV campaigns using outcome-based metrics rather than traditional reach and frequency alone. Its technology helps advertisers understand how CTV ads drive real-world actions, aligning television advertising more closely with digital marketing strategies. Once integrated, tvScientific’s capabilities will be embedded into Pinterest’s existing performance products, including its AI-led automation suite, Performance+.

This integration is expected to allow marketers to evaluate TV campaigns using familiar performance indicators, such as return on ad spend and conversion rates. By unifying measurement across digital and TV channels, Pinterest hopes to simplify multi-screen advertising strategies and improve budget allocation decisions for brands.

The acquisition also reflects a broader shift in consumer behaviour. Today’s audiences move fluidly across smartphones, laptops, tablets, and television screens when planning purchases or exploring ideas. Pinterest executives said advertisers increasingly want consistent measurement and optimisation across these touchpoints. The combination of Pinterest’s intent data with tvScientific’s CTV technology is designed to meet this demand, offering transparency and accountability that have historically been lacking in television advertising.

From tvScientific’s perspective, the partnership represents a significant evolution for connected TV. Company leadership noted that marketers no longer view CTV as a purely brand-building channel but expect it to deliver measurable business outcomes. By joining forces with Pinterest, tvScientific aims to combine large-scale reach with high-quality intent data, enabling more efficient and effective TV campaigns.

In the near term, Pinterest plans to focus on scaling tvScientific’s capabilities within the United States, where connected TV adoption and advertiser demand are already strong. International expansion is planned for a later stage, as Pinterest evaluates market readiness and regulatory considerations in different regions.

The transaction is subject to customary closing conditions, including regulatory approvals, and is expected to be completed in the first half of 2026. After the deal closes, tvScientific will continue to operate under its existing brand, ensuring continuity for its current customers and partners. Financial details of the acquisition have not been disclosed.

Overall, the acquisition underscores Pinterest’s broader strategy to invest heavily in AI-driven advertising solutions that deliver measurable value to marketers. By extending its intent-based discovery model to connected TV, Pinterest is positioning itself at the intersection of inspiration, performance marketing, and multi-screen advertising. If successful, the integration could redefine how brands measure and optimise television advertising in an increasingly data-driven marketing landscape.