Pinterest Buys to Integrate CTV Performance Metrics

Visual search and discovery platform Pinterest has agreed to acquire CTV performance ad platform tvScientific, and will combine its 'intent-rich' audience signals with the acquired company's CTV engine, allowing marketers to measure how TV lifts the results of their performance ad campaigns.

Pinterest's c.600 million monthly active users 'Pin' images to 15 billion boards, providing a predictive intent signal based on their plans. Pinterest's AI systems combine this with a 'Taste Graph' to deliver highly personalized recommendations and shopping experiences. tvScientific's platform offers automated media buying, AI-powered optimization models and deterministic attribution, enabling advertisers 'of any size' to run coordinated campaigns and measure outcomes across screens.

Following the deal, tvScientific's outcome-based CTV platform will be integrated directly into the relevant Pinterest products, including its Performance+ automation and AI-powered advertising suite. tvScientific will continue under its own brand, and its new owner says its initial aim will be to scale its capabilities in the US market, before expanding the integration globally.

'People plan and shop across multiple screens,' says Bill Ready, CEO of Pinterest, 'and advertisers need performance solutions that reflect that reality. Looking ahead, advertisers will be able to buy TV with the performance metrics they are already using, turning Pinterest into a true search, social and CTV performance solution.'

Jason Fairchild (pictured), CEO of tvScientific, adds: 'This is the first time a performance CTV engine will come together at scale with an intent-rich visual search platform and it fundamentally changes what marketers can expect from TV.'

The transaction, whose financial terms were not disclosed, is subject to customary conditions, including regulatory review, and is expected to close in the first half of 2026.

Web sites: www.pinterest.com and www.tvscientific.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.