"On Thursday, the social image-sharing platform announced plans to acquire tvScientific, a CTV advertising platform that specializes in outcomes-based ad buying for performance marketers. Although financial terms of the deal were not disclosed, Pinterest did reveal that the transaction is subject to regulatory review, suggesting that it is valued at or above the Federal Trade Commission's reporting threshold of $126.4 million. The deal is expected to close in the first half of 2026, after which tvScientific will continue to operate independently under its own branding."
"Over the past few years, Pinterest has leaned into commerce marketing APIs, shoppable ad formats, and AI-powered tools for content discovery and ad optimization. One of those tools is Performance+, an AI ad targeting product that Pinterest introduced in 2024 to compete with the likes of Google's Performance Max and Meta's Advantage+. According to Pinterest CRO Bill Watkins, ad impressions grew 41% YoY in Q3 right after Performance+ launched, and advertisers that use the tool have been seeing 20% efficiency gains."
Pinterest plans to acquire tvScientific, a connected-TV (CTV) advertising platform focused on outcomes-based ad buying for performance marketers. The transaction is subject to regulatory review and likely meets the FTC reporting threshold of $126.4 million, with closing expected in the first half of 2026; tvScientific will continue operating independently under its own brand. CTV represents a new ad channel for Pinterest beyond live-streaming Pinterest TV, and tvScientific's cost-per-outcome pricing and algorithmic, metric-driven placement strategies align with Pinterest's push into performance marketing, AI-powered ad tools, shoppable formats, and commerce marketing APIs to improve ad efficiency and measurable outcomes.
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