In a significant move to enhance its advertising capabilities, Pinterest, Inc. (NYSE: PINS), a leading AI-powered visual search and discovery platform, has announced a definitive agreement to acquire tvScientific, a connected TV (CTV) performance advertising platform. This acquisition marks a pivotal moment for Pinterest as it seeks to bridge the gap between traditional television advertising and digital performance metrics.

2. Integrating Intent-Rich Audience Signals

With over 600 million monthly active users saving Pins to 15 billion boards, Pinterest generates predictive intent signals that reflect user planning behaviors. By integrating tvScientific’s CTV advertising capabilities, Pinterest aims to provide a unique offering where marketers can clearly measure the impact of TV on performance ad campaigns. This integration will allow Pinterest to combine its deep understanding of user intent with tvScientific’s outcome-based advertising technology.

“People plan and shop across multiple screens, and advertisers need performance solutions that reflect that reality,” stated Bill Ready, CEO of Pinterest. “For the first time, Pinterest advertisers will be able to evaluate TV with the clarity they expect from their performance channels.”

3. Enhancing the Advertising Ecosystem

The acquisition will see tvScientific’s platform integrated into Pinterest’s performance products, including the automation and AI-powered advertising suite, Pinterest Performance+. This move is expected to transform Pinterest into a comprehensive search, social, and CTV performance solution, allowing advertisers to utilize familiar performance metrics in their TV advertising strategies.

tvScientific’s platform democratizes access to CTV advertising by enabling advertisers of all sizes to run campaigns, pay based on outcomes, and utilize data to validate the impact of their TV efforts. This accessibility is enhanced by features such as automated media buying and AI-powered optimization models, which allow for seamless campaign coordination across multiple screens.

4. A New Era for Advertisers

“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,” commented Jason Fairchild, CEO of tvScientific. The combination of Pinterest’s vast reach and high-intent audience with tvScientific’s performance-driven platform is poised to create a powerful tool for modern advertisers seeking to maximize their return on investment.

5. Strategic Growth Plans

Pinterest's immediate focus post-acquisition will be to scale tvScientific's capabilities in the U.S. market before considering global expansion. The company is optimistic about the potential synergies that this acquisition will bring, enhancing the effectiveness of Pinterest’s advertising offerings.

6. Regulatory Review and Future Outlook

The transaction, which is subject to customary conditions including regulatory review, is expected to close in the first half of 2026. Pinterest has indicated that the financial terms of the acquisition will not have a material impact on its financial results, allowing the company to pursue this strategic move with confidence.

7. Conclusion

Pinterest’s acquisition of tvScientific represents a significant step towards redefining the landscape of performance advertising across connected TV and digital platforms. By leveraging its extensive user base and intent-rich data, Pinterest is positioning itself as a formidable player in the evolving advertising ecosystem, aiming to provide advertisers with innovative tools to enhance their campaigns and maximize engagement.

Original press release