Pinterest to Acquire Connected TV Performance Advertising Platform tvScientific, Terms Undisclosed

Bill Ready, Pinterest CEO, emphasized that this move will allow advertisers to evaluate TV campaigns with the same clarity and performance metrics they use on digital channels, effectively turning Pinterest into a search, social, and CTV performance platform. This integration is poised to unlock new demand sources and provide advertisers with a scalable, data-driven approach to CTV advertising, a sector projected to reach $51 billion globally by 2029.

Financial Terms and Operational Outlook

While Pinterest has not disclosed the financial details, the deal is expected to have a limited immediate impact on Pinterest’s financial results. The company’s initial focus post-close will be to scale tvScientific’s capabilities within the U.S. market before pursuing global expansion. TvScientific will continue to operate under its brand, maintaining its self-managed platform that automates media buying and delivers deterministic attribution for advertisers.

Industry Context: The Rise of Connected TV Advertising

CTV advertising is undergoing rapid transformation, driven by shifts in consumer viewing habits and advertiser demand for measurable, data-driven outcomes. Traditional linear TV ad spend is declining, while CTV ad spend grows at a double-digit pace, reflecting a broader industry pivot toward streaming platforms and programmatic buying models.

However, industry experts note that programmatic buying alone is insufficient to fully capitalize on CTV’s potential. Successful advertisers are combining programmatic efficiency with direct buys of premium inventory to ensure reach, relevance, and predictable volume. This hybrid approach enhances full-funnel marketing impact, as demonstrated by brands like Chime and Calm, which have leveraged direct CTV buys to scale acquisition and brand awareness effectively.

Technological Innovation and AI Integration

AI is playing an increasingly critical role in CTV advertising, improving targeting precision, campaign optimization, and creative personalization. TvScientific’s platform leverages AI-powered optimization models to deliver ads based on client-approved metrics, charging advertisers only when desired outcomes are achieved. This aligns closely with Pinterest’s AI-driven advertising ethos, which uses predictive intent signals and its proprietary Taste Graph to personalize user experiences and ad delivery.

Industry leaders forecast that AI will continue to accelerate CTV advertising’s evolution, serving as a strategic copilot that enhances human creativity and decision-making rather than replacing it. The integration of AI with CTV platforms like tvScientific is expected to unlock new efficiencies and measurable outcomes for advertisers.

Implications for Advertisers and the Market

For advertisers, Pinterest’s acquisition of tvScientific represents a significant opportunity to bridge the gap between digital and TV advertising performance measurement. By enabling outcome-based buying on CTV with intent-driven audience data, Pinterest is positioning itself to capture a larger share of the growing CTV ad spend, which is forecasted to approach half of traditional broadcast TV advertising revenue within this decade.

This deal also reflects broader market trends where Big Tech platforms consolidate advertising spend by offering integrated, cross-channel solutions that combine search, social, retail media, and now CTV. As global advertising spend is projected to grow to $1.3 trillion in 2026, driven by digital-native budgets and retail media, Pinterest’s move enhances its competitive positioning against giants like Google and Meta, who have similarly invested in AI-powered performance ad products.

Historical and Sectoral Context

Pinterest’s acquisition follows a wave of investments in CTV advertising technology, as the industry standardizes ad formats and measurement frameworks to enable scale and interoperability. The IAB Tech Lab’s recent release of standardized CTV ad formats underscores the sector’s maturation and the increasing importance of seamless programmatic and direct buying integration.

Similar deals in the sector have focused on combining data-driven targeting with premium inventory access, reflecting the dual need for efficiency and quality reach in CTV campaigns. Pinterest’s unique advantage lies in its rich intent data and AI capabilities, which, when combined with tvScientific’s performance platform, could redefine how marketers approach CTV advertising.

Summary Table: Key Deal Highlights

Long-Tail SEO Keywords Embedded

• connected TV performance advertising platform acquisition
• Pinterest CTV advertising strategy 2025
• AI-powered CTV ad targeting solutions
• outcome-based CTV advertising pricing model
• cross-screen advertising measurement and attribution
• programmatic and direct CTV ad buying trends
• CTV ad spend growth projections 2029
• Big Tech advertising platform consolidation 2025