Pinterest Expands AI-Powered Advertising to Connected TV With tvScientific Acquisition
In a strategic step to unite its data-rich, AI-driven advertising with television’s reach, Pinterest announced its acquisition of tvScientific—a connected TV (CTV) performance ad platform. This marks the first time Pinterest’s intent-based audience signals will directly influence outcome-based TV advertising, letting marketers track the true impact of TV alongside traditional digital metrics.
Intent-Rich Audiences to Enhance Connected TV Ad Performance
With more than 600 million monthly users and a database of 15 billion curated boards, Pinterest has cultivated some of the internet’s strongest signals about what people want to buy and do next. The company’s proprietary AI systems interpret this planning intent, making its advertising offerings especially relevant for shoppers and brands looking to convert inspiration into sales.
By integrating tvScientific’s platform—known for automated media buying, AI-powered optimization, and deterministic attribution—Pinterest aims to bring its unique, high-intent audiences into the living room. The result: advertisers can now assess TV ads using the same outcome-based metrics familiar from their mobile and digital campaigns, all through Pinterest’s advertising suite.
| Pinterest Key Metrics | tvScientific Key Metrics |
|---|---|
| 600 million monthly active users | 95% of ad-supported video-on-demand audiences reached |
| 15 billion boards | Deterministic attribution for measurable TV ROI |
| AI-driven Taste Graph for shopping and planning intent | Automated media buying, AI-powered optimization |
New Standards for Performance Measurement Across Screens
Pinterest CEO Bill Ready emphasizes that advertisers increasingly expect to see clear, quantifiable performance results across all devices—including TV. This deal is meant to transform Pinterest into a comprehensive solution for search, social, and now CTV-based performance advertising, offering advertisers a unified view of campaign outcomes.
tvScientific’s CEO, Jason Fairchild, highlights that this is the first large-scale union between a visual search platform and a measurable CTV engine. The partnership promises radical transparency and the ability to attribute sales or other outcomes directly to TV exposure—a key leap for brands managing cross-channel campaigns.
Integration to Begin in the U.S., Broader Rollout Planned
The initial focus will be on scaling the new capabilities for U.S. advertisers. Over time, Pinterest plans to expand this integration internationally. Notably, tvScientific will retain its identity and operate under its existing brand post-transaction, ensuring continuity for its customers.
Financial details remain undisclosed. Pinterest notes that it does not expect the acquisition to materially impact its near-term financial results. The transaction is expected to close in the first half of 2026, subject to regulatory review and standard closing conditions.
Takeaway: Multi-Screen Shopping and Attribution Are Now in Focus
For brands, the biggest immediate value comes from better attribution and cross-platform performance tracking—measuring TV ad impact using digital-style data. While regulatory approval is still required, this move signals Pinterest’s ambition to unify search, social, and TV commerce experiences. Advertisers and investors may want to keep an eye on how this integration shapes future marketing campaigns—and whether TV, long the opaque domain of branding, is about to become just as accountable as mobile.
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