Pinterest intends to buy tvScientific to turn its intent-rich audience data into a performance engine that extends beyond its own app and onto the connected TV screen — effectively using CTV to close the loop between inspiration, intent, and measurable outcomes.
Announced last week, Pinterest expects that the purchase will give it immediate access to one of the few remaining pure-play performance CTV businesses, at a time when advertisers are demanding that television behave more like search and social.
In recent years, a small crop of performance-centric CTV companies — tvScientific’s peer set includes MNTN and Vibe — have emerged in response to make CTV ad-buys more outcome-driven, as opposed to a brand-led offering. Such companies have found quarry, pitching to smaller and mid-sized businesses, whose marketers do not want television as a vague awareness channel; they want proof that spend translates into measurable results which can be closely attributed to purchases.
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