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Pinterest has agreed to acquire tvScientific, a connected TV (CTV) advertising platform, as part of a strategic effort to broaden its performance advertising capabilities beyond mobile and web into the living room. The deal, expected to close in the first half of 2026 pending regulatory approval, will bring together Pinterest’s audience insights with tvScientific’s outcome-oriented CTV technology.
The acquisition represents Pinterest’s first major move into CTV performance advertising, an area that has grown rapidly alongside the rise of ad-supported streaming and on-demand video services. tvScientific’s platform is designed to let advertisers run CTV campaigns with automated media buying, AI-powered optimisation, and deterministic attribution — tools that help link ad exposures to measurable outcomes such as conversions or sales.
Pinterest, which recently reported having around 600 million monthly active users, plans to integrate tvScientific’s technology with its existing Pinterest Performance+ advertising suite. This integration is intended to allow marketers to evaluate the impact of TV ads with similar clarity to how they measure performance on search and social channels. According to Pinterest CEO Bill Ready, this marks a progression in the company’s multi-year strategy to provide advertisers with unified performance solutions across screens.
Under the agreement, tvScientific — which reached wide adoption among CTV marketers with its outcome-based model and extensive audience segments — will continue operating under its current name post-acquisition. Pinterest has no plans to disclose the financial terms of the deal and does not expect it to materially affect its financial results.
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