Pinterest Enters CTV Arena With Strategic tvScientific Acquisition

Pinterest is moving decisively into connected TV advertising, announcing a definitive agreement to acquire tvScientific, a performance-focused CTV ad platform. The deal marks a major strategic shift as Pinterest prepares to merge its intent-rich audience signals with a measurable, outcome-based TV engine.

With 600 million monthly active users and more than 15 billion organized boards, Pinterest has developed one of the internet’s strongest predictive intent datasets. Its AI systems already power highly personalized recommendations and shopping suggestions. Now, Pinterest plans to extend those capabilities to television.

Bringing High-Intent Users to CTV

Under the acquisition, tvScientific’s technology will be integrated into Pinterest’s performance advertising suite, including its AI-driven Pinterest Performance+. For advertisers, this means they will eventually be able to measure TV performance with the same clarity they expect from search and social channels.

“For the first time, Pinterest advertisers will be able to evaluate TV with the clarity they expect from performance channels,”

The move is part of Pinterest’s multi-year strategy to expand demand and allow brands to reach its high-intent audience beyond the platform itself.

What tvScientific Brings

tvScientific offers automated media buying, AI-powered optimization and deterministic attribution, enabling advertisers of all sizes to run CTV campaigns with true outcome measurement. The platform reaches 95% of ad-supported video-on-demand audiences.

“This is the first time a performance CTV engine will come together at scale with an intent-rich visual search platform,”

The companies plan to first scale the combined capabilities in the U.S. before expanding internationally.

Deal Terms and Timeline

The financial terms were not disclosed, and Pinterest does not expect the acquisition to materially impact its financial performance. The transaction is subject to regulatory approval and is expected to close in the first half of 2026. After closing, tvScientific will continue operating under its existing brand.

About Pinterest

Pinterest is a global visual search and discovery platform headquartered in San Francisco, helping users explore ideas, save content and shop products.

About tvScientific

tvScientific is a CTV-focused advertising platform that makes TV measurable and accessible through cost-per-outcome optimization and data-driven attribution.