Observed Signal · Apr 27, 2026 · Product Launch · Source: Digiday · Impact: 3/5 · Sentiment: Positive
Pinterest launches CTV audience extension
Pinterest has launched a CTV audience-extension product that makes its first-party audience signals available for connected TV campaigns via its acquired CTV performance platform tvScientific. The acquisition was first announced in December 2025 and completed in February 2026. Pinterest says the integration brings its 600 million monthly active users and commercial intent signals to the “biggest screen in the house,” enabling advertisers to run outcome-driven CTV campaigns. The company cites early test results of a 27% uplift in outcomes per $100 spent and a 65% uplift in purchases when combining Pinterest signals with tvScientific. Pinterest positioned the move as a push into measurable, performance-focused CTV; prior reporting noted the product supports deterministic and probabilistic targeting and involves partnerships with major SSPs. Executives quoted include Lee Brown (Pinterest) and Jason Fairchild (tvScientific by Pinterest).
Expands a major social platform's ability to activate first‑party audiences off‑platform into CTV, enabling new performance-focused cross‑screen inventory and partnerships with SSPs; notable but not as industry‑shifting as platform policy or major privacy changes.
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Key Takeaways & Evidence Grounding
- Pinterest acquired tvScientific; acquisition was first announced December 2025 and completed in February 2026.
- Pinterest launched a CTV audience-extension that integrates Pinterest audience signals with tvScientific’s ad platform.
- Pinterest claims combining its signals with tvScientific drives a 27% uplift in outcomes per $100 spent and a 65% uplift in purchases.
- Pinterest cites more than 600 million monthly active users and said tvScientific offers an outcome-based, pay-by-outcome CTV platform.
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Pinterest to Acquire tvScientific for CTV Performance
Pinterest will acquire tvScientific, a connected TV (CTV) performance advertising platform, to combine its intent-rich audience signals with tvScientific's CTV engine. The deal aims to let marketers measure TV lift on performance campaigns and bring high-intent audiences to CTV through Pinterest Performance+. Pinterest notes its data assets—600 million monthly active users and a Taste Graph used for personalized recommendations and shopping—will augment tvScientific's offering. tvScientific provides automated media buying, AI-powered optimization models, and deterministic attribution to enable coordinated, outcome-driven campaigns across screens. The first priority is to scale tvScientific in the US before expanding globally; the integration is subject to customary regulatory review and closing in the first half of 2026. Terms were not disclosed, and Pinterest states the transaction will not have a material impact on near-term results.
Pinterest Sees Incremental CTV Spend After TVScientific Buy
Pinterest is integrating TVScientific — a CTV performance ad platform it acquired earlier in 2026 — to bring its first‑party intent data and audiences into connected TV environments. The company has enabled TVScientific to train on Pinterest’s taste graph and launched Creative Advisor, an AI creative optimisation tool for CTV. Pinterest reports early results: a 65% increase in outcomes/conversions from taste-graph training, an average 13% lift in conversions from Creative Advisor optimisations, and a case study with LG showing a 76% increase in reach/addressable households and a 24% increase in conversions when Pinterest audiences were applied to CTV campaigns. Pinterest is focused on platform integration, measurement, and bringing transparency and optimisation to CTV advertising.
Pinterest Acquires tvScientific to Enable Shoppable CTV Ads
Pinterest is acquiring connected TV (CTV) ad platform tvScientific to combine Pinterest’s user-intent data (about 600 million monthly active users) with tvScientific’s CTV measurement and attribution tools. The acquisition will extend Pinterest’s ad business into the living room and integrate tvScientific into Pinterest’s AI-powered ad suite, Pinterest Performance+. Financial terms were not disclosed; regulatory review is required and the transaction is expected to close in the first half of 2026. Pinterest says the deal will enable advertisers to target high-intent CTV audiences and measure direct sales impact with digital-style attribution. tvScientific will continue operating under its own brand after the close.
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