INCRMNTAL

tvScientific by Pinterest Launches Certified Measurement Partner Program

tvScientific by Pinterest, the Performance TV advertising arm of Pinterest, announced a Certified Measurement Partner Program to recognize measurement providers that meet its standards for accuracy, transparency and performance across Performance TV campaigns. Launch partners INCRMNTAL, Measured, Singular, and WorkMagic will support attribution, incrementality testing, media mix modeling and unified CTV-to-mobile measurement via certified integrations. tvScientific says the program uses proprietary deterministic ID technology and aims to improve advertisers’ ability to prove business outcomes, speed optimization, and provide interoperable measurement choices across connected TV (CTV) streaming environments. Pinterest positions the program as part of a broader vision combining AI-powered optimization, deterministic measurement, and predictive consumer intent signals for Performance TV.

tvScientific Launches Certified Measurement Partner Program

tvScientific by Pinterest announced the launch of a Certified Measurement Partner Program on July 9, 2026 to recognize measurement providers that meet its standards for accuracy, transparency and performance across Performance TV campaigns. Launch partners INCRMNTAL, Measured, Singular and WorkMagic will power the initial rollout, enabling advertisers to access attribution, incrementality testing, media mix modeling, mobile measurement and causal solutions tied to Connected TV (CTV) exposure. The program is positioned to provide measurement interoperability with tvScientific’s proprietary deterministic ID technology and to integrate partner analytics into AI-powered optimization and outcome-based buying. Singular is named as the first MMP program partner. Pinterest’s predictive intent signals and tvScientific’s deterministic measurement are described as core capabilities behind the initiative.

Agentic Compliance Gap in AdTech

Alan Chapell, writing as a guest author for Marketecture, warns that the emerging agentic advertising era exposes a material compliance gap: current vendor vetting (whitelisting, salesperson-driven processes) cannot reliably or quickly verify that data partners behave as promised. Chapell argues agentic workflows will require real-time compliance inputs — including credible self-regulatory signals, mandatory audits/seal programs, retained whitelisting practices, attestation tools, and privacy scoring systems — to preserve speed without sacrificing privacy and legal obligations. He cites SafeGuard Privacy and Compliant as example players in this space, notes his role with the NAI, and invites industry feedback on additional inputs. The piece also references Marketecture’s presence at the POSSIBLE event in Miami.