Key Points
- Pinterest will acquire CTV ad platform tvScientific to extend its intent-driven advertising products into streaming video and strengthen outcome-based measurement.
- The integration pairs Pinterest’s audience data and AI tools with tvScientific’s performance engine, giving marketers clearer attribution across ad-supported streaming services.
- The deal, expected to close in the first half of 2026, will fold tvScientific into Pinterest’s performance suite while the company continues operating under its current brand.
Pinterest has reached a definitive agreement to acquire tvScientific, a connected TV (CTV) performance advertising platform, as the company looks to extend its intent-driven ad products beyond its core visual search service and into streaming video.
The acquisition pairs Pinterest’s audience data and AI-driven personalization tools with tvScientific’s outcome-based CTV engine, giving marketers a clearer view of how streaming campaigns contribute to business results. Pinterest plans to integrate tvScientific into its performance suite, including its automation and AI-powered offering Pinterest Performance Plus.
Terms of the transaction were not disclosed by either company in their announcement on Thursday. The deal is expected to close in the first half of 2026, pending regulatory review, the companies said.
Pinterest reaches 600 million monthly active users who save content to 15 billion boards, generating intent signals tied to future shopping and planning. The company uses those signals and its Taste Graph to deliver personalized recommendations and shopping experiences, positioning Pinterest as an AI-enabled assistant for users moving from discovery to purchase.
“People plan and shop across multiple screens and advertisers need performance solutions that reflect that reality,” Bill Ready, the CEO of Pinterest, said in a prepared statement.
Ready affirmed the integration will allow advertisers to evaluate connected TV with the same clarity they expect from other performance channels and buy TV using familiar metrics. He called the acquisition a key step in Pinterest’s strategy to reach new sources of demand and extend advertiser access to its audience beyond the platform.
tvScientific offers programmatic buying, AI-driven optimization and deterministic attribution across 95 percent of ad-supported video-on-demand services. The system allows marketers to run outcome-based campaigns and tie ad exposures to measurable results. CEO Jason Fairchild said combining tvScientific’s tools with Pinterest’s scale “fundamentally changes what marketers can expect from TV.”
The companies will initially focus on expanding tvScientific’s capabilities in the U.S. before pursuing global rollout. tvScientific will continue to operate under its existing brand after the transaction closes.
Pinterest said the acquisition is not expected to materially impact its financial results.
