Pinterest Expands Advertising Reach to Connected TV Platforms

Pinterest has launched "tvScientific by Pinterest," a new offering designed to connect advertisers with its high-intent audiences on Connected TV (CTV) platforms. This initiative follows Pinterest's acquisition of tvScientific in February 2026, integrating its first-party data with performance advertising capabilities. Early tests have shown promising results, with one advertiser reporting a significant increase in unique households reached and new customers.

Context

Pinterest acquired tvScientific in February 2026, marking its entry into the CTV advertising space. The integration of tvScientific's capabilities with Pinterest's existing data resources is intended to create a more targeted advertising experience. The growing trend of consumers shifting to CTV platforms underscores the relevance of this initiative.

Why it matters

Pinterest's expansion into Connected TV advertising represents a significant shift in how the platform engages with advertisers. This move allows brands to reach a broader audience through a medium that is increasingly popular for content consumption. By leveraging first-party data, Pinterest aims to enhance advertising effectiveness and drive customer acquisition.

Implications

The launch of CTV advertising may reshape Pinterest's revenue model by attracting more advertising dollars from brands seeking to engage with high-intent audiences. Companies that utilize this platform could see increased visibility and customer acquisition. This initiative may also impact competition among digital advertising platforms as they adapt to the growing CTV landscape.

What to watch

Advertisers will likely monitor the performance of campaigns run through the new 'tvScientific by Pinterest' offering. Early results from initial tests may influence the adoption rate among brands. Additionally, developments in user engagement metrics and audience reach will be critical indicators of success in this new advertising format.