Pinterest is moving into connected TV advertising by acquiring TVscientific, a company that helps brands build and run CTV campaigns. This marks a bigger push for Pinterest into video and TV ad formats, as reported by Marketing Dive.
What the Acquisition Does
Pinterest will use TVscientific’s technology to offer advertisers new TV ad capabilities. That includes planning, buying and optimizing ads on connected TV platforms. The goal is to let advertisers reach audiences across screens beyond phones and desktops.
The deal also gives Pinterest access to TVscientific’s team and tools. That boosts Pinterest’s video ad products and lets the company offer new measurement and targeting options tied to CTV.
Why Pinterest Is Expanding Into CTV
Pinterest has traditionally been a discovery platform focused on images and ideas. The move into TV ads reflects how advertisers want broader reach and more video options. TV and connected screens still draw large audiences, and Pinterest wants a piece of that spend.
By adding CTV buying and measurement, Pinterest can give advertisers ways to tie TV exposure back to Pinterest engagement and off-platform actions. That matters in a market where advertisers expect measurable impact across screens.
What This Means for Advertisers
For advertisers, Pinterest’s new CTV tools bring a few key opportunities:
- Cross-screen reach: You can pair Pinterest engagement with TV exposure in the same campaign strategy.
- Better measurement: Pinterest plans to link TV ad performance with higher-funnel engagement on its own platform.
- Expanded formats: Brands can test creative that works across static pins, video, and TV ads.
This could appeal to consumer brands that want a unified way to target people throughout their media habits.
Challenges and Competition
The CTV ad space is crowded. Platforms like Roku, Hulu, YouTube and others already offer advanced TV buying and measurement. Pinterest will need to show advertisers that it can deliver unique value and measurable return.
Advertisers may also test how Pinterest’s data and audience signals complement TV buys. Early campaigns will be a test of performance, pacing and creative fit.
What Comes Next
Pinterest says it will integrate TVscientific’s services into its ad products over time. Expect new CTV planning tools in the Pinterest ad manager and updates to reporting that tie TV exposure to on-platform behavior.
For now, this acquisition signals Pinterest’s intent to compete for more ad dollars in video and TV. The company is betting that combining discovery, engagement and TV exposure can offer a fresh approach to cross-screen marketing.
