Pinterest to acquire tvScientific to expand AI-driven connected TV advertising

The deal aims to combine Pinterest’s intent-rich audience data with performance-focused connected TV technology, enabling advertisers to better measure and optimise television campaigns alongside digital marketing channels.

Pinterest has announced a definitive agreement to acquire tvScientific, a connected TV (CTV) performance advertising platform, as the visual discovery company looks to strengthen its advertising capabilities beyond mobile and desktop screens. The acquisition is expected to help advertisers better understand how television advertising contributes to performance outcomes such as conversions and sales.

With the deal, Pinterest plans to integrate its proprietary audience intent signals with tvScientific’s outcome-based CTV engine. This combination is designed to give marketers clearer insights into how TV campaigns complement digital performance advertising, bridging a long-standing gap between brand-focused television metrics and measurable results.

Blending intent data with TV measurement

Pinterest said its platform reaches more than 600 million monthly active users who curate content across billions of boards, creating predictive signals around future purchase and planning behaviour. These signals, supported by Pinterest’s AI systems and its Taste Graph, power personalised discovery and shopping experiences on the platform.

By bringing these high-intent audiences to connected TV, Pinterest aims to extend its role from inspiration and discovery into full-funnel advertising. tvScientific’s technology will be embedded into Pinterest’s performance products, including its automation and AI-led advertising suite, Performance+, allowing advertisers to evaluate TV campaigns using familiar performance metrics.

Expanding multi-screen advertising

Company executives said the move reflects how consumers increasingly plan, browse and shop across multiple screens. The integration is expected to allow advertisers to buy and assess TV advertising with the same level of transparency and accountability typically associated with digital channels.

tvScientific’s leadership said the partnership marks a shift in what marketers can expect from connected TV, combining large-scale reach with measurable outcomes. Pinterest, meanwhile, said its immediate focus will be on scaling tvScientific’s capabilities in the US market, with international expansion planned at a later stage.

The transaction remains subject to customary closing conditions, including regulatory approvals, and is expected to be completed in the first half of 2026. Following the close, tvScientific will continue to operate under its existing brand. Financial terms of the deal were not disclosed.