Pinterest has agreed to acquire tvScientific in a deal valued at $175 million, aiming to enhance its capabilities in connected TV (CTV) advertising. The move signals a strategic shift to capture a larger share of digital video ad spending.
- Pinterest agreed to acquire tvScientific for $175 million in cash.
- The transaction is expected to close in Q1 2026.
- Pinterest reported a 48% YoY increase in CTV ad revenue in Q3 2025.
- CTV is projected to represent 32% of digital video ad spend by 2026.
- tvScientific’s platform enables real-time CTV campaign attribution across devices.
- The acquisition enhances Pinterest’s cross-platform ad analytics and targeting capabilities.
Pinterest has entered into a definitive agreement to acquire tvScientific, a technology provider specializing in CTV ad measurement and optimization, for a cash consideration of $175 million. The transaction, expected to close in the first quarter of 2026, marks Pinterest’s latest effort to expand its advertising infrastructure beyond traditional search and visual discovery. tvScientific’s proprietary platform enables real-time attribution of CTV ad campaigns across multiple devices, offering advertisers detailed insights into viewer engagement and conversion impact. The acquisition comes amid rising demand for CTV advertising, which is projected to account for 32% of total digital video ad spend in 2026, according to industry forecasts. By integrating tvScientific’s technology, Pinterest aims to deliver more accurate performance data for advertisers using its CTV ad products, increasing the platform’s appeal in competitive digital ad markets. The company reported a 48% year-over-year growth in CTV ad revenue during the third quarter of 2025, underscoring the strategic importance of this move. Pinterest’s investment in CTV capabilities reflects a broader industry trend as legacy media and digital platforms alike seek to monetize the growing shift from linear TV to streaming. The integration of tvScientific’s tools will allow Pinterest to offer cross-platform campaign analytics, enabling advertisers to measure effectiveness across desktop, mobile, and connected TV environments. This expanded functionality is expected to attract larger brand clients seeking unified measurement across digital channels. The deal impacts not only Pinterest’s ad revenue trajectory but also the competitive landscape in programmatic advertising. Other platforms with significant CTV ambitions, including Snap and Roku, may face intensified pressure to match or exceed Pinterest’s data-driven targeting capabilities. The acquisition also strengthens Pinterest’s position in the $150 billion global digital video advertising market, where CTV is one of the fastest-growing segments.