Observed Signal · Jul 10, 2026 · Product Launch · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
Measurement & CTV Measurement Market: 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.
The program expands measurement interoperability and certified integrations for Performance TV / CTV, addressing advertisers' demand for clearer attribution and incrementality; useful but not industry‑shifting like major policy changes from Google or Meta.
Key Takeaways & Evidence Grounding
- tvScientific by Pinterest launched a Certified Measurement Partner Program on 2026-07-10 to certify trusted measurement providers for Performance TV campaigns.
- Launch partners are INCRMNTAL, Measured, Singular, and WorkMagic.
- The program emphasizes attribution, proven incrementality, media mix modeling, and unified CTV-to-mobile measurement through certified integrations.
- tvScientific by Pinterest leverages proprietary deterministic ID technology to connect streaming exposure to real-world business outcomes.
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tvScientific by Pinterest
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