Pinterest to Acquire Connected TV Advertising Platform tvScientific

Pinterest has announced its acquisition of tvScientific, an outcome-based connected TV advertising platform, marking a significant expansion of the company’s promotional capabilities. The pending acquisition will combine Pinterest’s audience insights and consumer data from 600 million active users with tvScientific’s advanced CTV engine, enabling advertisers to reach customers on their home TV sets and measure campaign results effectively.

Integration with Pinterest Performance+ Suite

The acquisition will integrate tvScientific’s platform directly into Pinterest’s performance products, including its AI-powered advertising suite, Pinterest Performance+. tvScientific’s automated media buying, AI-powered optimization models, and deterministic attribution features will enhance Pinterest’s ability to run coordinated campaigns across multiple screens. The platform currently utilizes 15,000+ unique audience segments, allowing advertisers to precisely target their ideal customers at optimal moments.

Market Opportunity and Timeline

With connected TV viewing experiencing rapid growth, this acquisition positions Pinterest to capitalize on evolving consumer behavior. The combination of tvScientific’s outcome-based capabilities with Pinterest’s shopping data will empower better ad outcomes and optimal placements across diverse channels. Founded by advertising industry veterans, tvScientific enables brands of any size to manage CTV campaigns while paying by outcome and validating TV’s impact through advanced response data.

The deal is currently undergoing regulatory review and is expected to close in the first half of 2026. Following approval, tvScientific will continue operating under its own brand name, maintaining its existing identity while benefiting from Pinterest’s extensive user base and advertising infrastructure.