Pinterest is moving into the fast-growing connected TV (CTV) market through the acquisition of TvScientific, a startup focused on making TV advertising easier to buy, measure and optimize. The company will continue operating under its existing name once the deal closes. TvScientific says its technology reaches about 95% of ad-supported video-on-demand audiences and uses a proprietary identity system to link CTV ad exposure directly to business outcomes. Its offering also includes automated media buying and AI-driven optimization tools.
The transaction is still pending standard closing requirements, including regulatory approval. Pinterest noted that the acquisition cost is not expected to materially affect its financial performance. The company plans to prioritize expanding TvScientific in the U.S. before rolling the solution out to international markets.
Pinterest aims to pair TvScientific’s CTV capabilities with the high-intent audience insights generated by its roughly 600 million monthly active users, many of whom use the platform for style, product and purchase inspiration. In recent years, Pinterest has worked to make its platform more commerce-focused by connecting user signals with AI technology and its Taste Graph product, which delivers personalized recommendations.
By bringing TvScientific into the fold, Pinterest wants to apply the same level of performance precision found in digital channels to CTV advertising. The acquisition also strengthens Pinterest’s positioning as a multichannel advertising partner, at a time when brands are looking for consolidated platforms and shifting more spend toward performance marketing.
“People plan and shop across multiple screens, and advertisers need performance solutions that reflect that reality. For the first time, Pinterest advertisers will be able to evaluate TV with the clarity they expect from their performance channels,” said Bill Ready, CEO of Pinterest, in a statement around the deal. “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.
The deal is part of Pinterest’s longer-term strategy to unlock new demand and extend advertiser reach beyond its own platform, Ready noted. Pinterest reported a 17% year-over-year revenue increase to $1.05 billion for the third quarter ended Sept. 30. However, the company fell short of earnings expectations and issued softer-than-expected guidance for the fourth quarter, a critical period that includes the holiday season.
