Pinterest Expands Advertising Business by Acquiring tvScientific

This move marks Pinterest’s effort to combine its high-intent audience signals with a measurable CTV engine — enabling advertisers to assess the impact of TV impressions on performance campaign outcomes in the same way as other digital channels.

Pinterest, which has about 600 million monthly active users and billions of Pins and boards, relies on predictive signals from user activity to trigger AI-based recommendations and personalized shopping experiences. With the integration of tvScientific, Pinterest plans to bring that “high-intent” audience to the CTV ecosystem, allowing advertisers to buy TV inventory using performance metrics they already use on other channels. This integration will be incorporated into Pinterest’s performance products — including automated and AI-based ad suites like Pinterest Performance+.

tvScientific positions CTV as a measurable and accessible performance channel. Its platform offers automated media buying, AI-based optimization models, deterministic attribution, and self-managed options with a cost-per-outcome (CPO) model. According to tvScientific, their technology reaches up to 95% of ad-supported video-on-demand audiences and uses proprietary deterministic IDs to link ad exposures with real business outcomes, providing strong transparency and ROI for advertisers.

Bill Ready, CEO of Pinterest, emphasized that consumer planning and purchasing behavior now occurs across screens, so advertisers need performance solutions that reflect this reality. With this acquisition, Ready said, advertisers will be able to evaluate TV effectiveness with the same clarity as other performance channels — making Pinterest a unified performance solution for search, social, and CTV.

Jason Fairchild, CEO of tvScientific, stated that combining a large-scale performance CTV engine with a visual search platform rich in intent signals will change marketers’ expectations of TV. The combination of Pinterest’s scale and intent data with tvScientific’s performance capabilities is expected to create new value for modern advertisers.

The initial integration priority will focus on the US market before expanding globally. This transaction is still subject to customary conditions, including regulatory review, and is expected to close in the first half of 2026. Financial details were not disclosed, and Pinterest stated that the acquisition is not expected to have a significant impact on its financial results. After the transaction is completed, tvScientific will continue to operate under the same name.

This acquisition confirms an ongoing trend — TV advertising continues to move toward more measurable and data-driven models, while large digital platforms try to extend their performance capabilities to bigger screens. For advertisers, the Pinterest–tvScientific integration potentially simplifies cross-screen strategies: from discovering ideas to converting consumers, there is now a clearer path to measure TV’s contribution to business outcomes.