Pinterest is getting into connected TV.
Today, the company announced an agreement to acquire tvScientific, a CTV ad platform.
In a nutshell, tvScientific’s tools let advertisers of any size buy, run, manage, and measure CTV campaigns. The platform also provides cross-screen measurement to help advertisers tie TV exposure to outcomes and performance.
According to the press release, Pinterest will integrate tvScientific’s capabilities directly into Pinterest Performance+, the company’s automated, AI–powered performance ad solution designed to optimize campaigns toward advertiser goals. The integration will combine Pinterest’s intent-driven audience signals from its 600 million monthly active users with a CTV engine to help buyers understand how streaming ads influence downstream conversions.
Why This Matters:
Pinterest has long been seen as a commerce and retail layer — a place where people pin products they want, plan purchases, browse categories, and save ideas. It’s inherently an intent-first environment. Adding CTV gives Pinterest a way to extend that intent into upper-funnel advertising and then connect it back to measurable outcomes.
For the broader market, this is an example of social and discovery platforms — think Instagram or TikTok or even X — continuing to try and expand into multi-surface ad ecosystems and trying to close the loop between awareness and conversion. It also puts Pinterest in more direct competition with Roku, Amazon, and YouTube, but with a distinct angle: a commerce-driven, performance-focused approach built on intent signals.
Experts React:
Here’s what Marktecture’s Ari Paparo had to say about the deal:
He adds that performance CTV companies “are all doing great,” but notes that “the limitation on their growth is customer acquisition and retention.”
Our Take:
Terms of the deal weren’t disclosed, but it does feel like we’re very much in a deal market right now. Cash is harder to come by for smaller, independent adtech companies, and that creates openings for larger players like Pinterest to step in. This move could be a signal — or even a catalyst — for a new wave of performance CTV acquisitions as we head into 2026.
