Pinterest Makes Strategic Play into Connected TV Advertising with tvScientific Acquisition

Pinterest has struck a definitive agreement to acquire tvScientific, a connected TV (CTV) performance advertising platform, in a move that signals the company’s bold expansion beyond traditional mobile and desktop channels into the rapidly growing world of TV advertising.

The deal will enable Pinterest to merge its rich intent-based audience insights with tvScientific’s outcome-focused CTV engine, giving marketers a new way to measure how connected TV campaigns drive performance outcomes such as conversion and lift rather than simply reach and frequency.

Under the planned integration, tvScientific’s performance advertising technology will be folded directly into Pinterest’s Performance+ suite, the company’s AI-powered advertising product that helps brands optimize campaigns through automation and machine learning. This unified platform is designed to let advertisers plan, buy and evaluate CTV alongside Pinterest’s existing performance channels using familiar metrics.

According to Pinterest CEO Bill Ready, this acquisition reflects how consumers increasingly plan and shop across multiple screens from phones and tablets to TVs. Ready said giving advertisers the ability to evaluate TV ads with the same clarity as digital channels is a key next step in Pinterest’s multi-year strategy to expand demand sources and broaden advertiser reach.

tvScientific CEO Jason Fairchild echoed that sentiment, noting the combination of Pinterest’s scale and high-intent audience signals with tvScientific’s performance-driven CTV tools creates a powerful new offering for modern marketers.

The transaction, expected to close in the first half of 2026, remains subject to routine regulatory review. Financial details were not disclosed, and the companies said tvScientific will continue to operate under its existing brand following closing.

This acquisition marks a notable evolution for Pinterest, traditionally seen as a visual discovery and shopping platform, as it broadens its advertising footprint into television, historically one of the most challenging channels for performance measurement.