Pinterest is moving into connected TV performance advertising. The company has announced a deal to acquire tvScientific, a CTV performance ad platform. Pinterest says the goal is to bring its intent-driven audience data into CTV environments so advertisers can measure how TV influences campaign results.

What the deal is expected to do

With the acquisition, Pinterest plans to integrate tvScientific’s outcome-based CTV system into Performance products, its automation and AI-driven advertising suite. The company says this will allow advertisers to reach its audience on home TV screens while tracking what happens after those exposures.

According to the company, Pinterest will use its 600 million monthly active users to inform CTV campaigns. It claims the activity on these boards generates predictive intent signals, which show what users are planning or considering. Pinterest’s AI systems, including its Taste Graph, organize these signals to identify patterns in user behavior. By adding tvScientific’s outcome-based CTV platform, Pinterest says advertisers will be able to combine these intent signals with TV campaign performance.

This latest move expands the company’s footprint in performance advertising. Bill Ready, CEO of Pinterest, said people now plan and shop across different screens, and advertisers want performance solutions that capture that behavior.  “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,” he said.

This is the first time its audience signals will be connected directly to a CTV engine. As CTV spending continues to rise across the ad industry, Pinterest wants to secure a share of the CTV advertising market.

Terms of the deal and timeline

Pinterest has not shared the financial details of the acquisition. The company said the terms will not have a material impact on its financial results, which suggests the transaction is not expected to shift revenue or operating costs in a significant way.

The company said the acquisition is still subject to standard closing conditions and regulatory review. If approved, the deal is expected to close in the first half of 2026. According to the announcement, tvScientific will continue operating as its own company.

tvScientific launched in 2020 and has raised about 60 million dollars since its founding. Pinterest has made only a small number of acquisitions over the past decade. Its most recent deal before this was in 2022, when it purchased The Yes, an AI-powered shopping app.