Pinterest is acquiring the connected TV (CTV) ad platform tvScientific in a strategic push to connect its massive trove of user-intent data with television advertising. The move, which extends Pinterest’s ad business into the living room, will allow advertisers to measure the sales impact of their TV campaigns with digital-level attribution.
From pins to performance: The core of the strategy is to fuse Pinterest’s data from its 600 million monthly active users with tvScientific’s measurement tools. The deal will allow advertisers to target high-intent audiences on CTV and measure the direct impact of those ads on sales with the kind of granular attribution they expect online. Once the acquisition is complete, tvScientific will be integrated into Pinterest’s AI-powered ad suite, Pinterest Performance+.
Following the money: While financial terms were not disclosed, the deal requires regulatory review. According to AdExchanger, that detail suggests a valuation of at least $126 million. The transaction is set to close in the first half of 2026, and tvScientific will continue to operate under its own brand.
A new reality for TV: "People plan and shop across multiple screens and advertisers need performance solutions that reflect that reality," said Pinterest CEO Bill Ready. tvScientific CEO Jason Fairchild added that the combination of a "performance CTV engine" with an "intent-rich visual search platform" will "fundamentally change what marketers can expect from TV."
This acquisition positions Pinterest to compete directly with ad tech giants in the growing CTV market by transforming television advertising from a brand-building exercise into a measurable, outcome-driven channel. The acquisition is part of a broader strategic push by Pinterest to turn inspiration into commerce, which includes recent partnerships with Walmart, Wix, and Instacart. The move also heats up the ad tech arms race, positioning Pinterest's ad suite to better compete with offerings from Google and Meta. The push into the high-growth CTV market comes as the company faces financial headwinds, having shared disappointing guidance for Q4 despite revenue growth.
