Core Viewpoint - Pinterest is acquiring tvScientific to enhance its performance advertising capabilities on connected TV (CTV), aiming to integrate high-intent audiences and AI-driven advertising solutions into its platform [1][2][3]. Group 1: Acquisition Details - Pinterest has entered a definitive agreement to acquire tvScientific, expecting the transaction to close in the first half of 2026, pending regulatory review [2]. - The acquisition will allow Pinterest to leverage the tvScientific platform within its existing advertising suite, Pinterest Performance+, enhancing its automation and AI capabilities [3]. Group 2: Strategic Implications - The integration of tvScientific will enable advertisers to utilize performance metrics for TV advertising, positioning Pinterest as a comprehensive solution for search, social, and CTV performance [4]. - This acquisition is part of Pinterest's multi-year strategy to expand its advertising reach and provide advertisers with tools to engage audiences beyond its platform [4]. Group 3: Technological Advancements - Pinterest's platform utilizes AI to deliver personalized recommendations and shopping experiences, which will now extend to CTV through the acquisition [3][5]. - The company aims to predict user preferences and enhance the shopping experience, as evidenced by recent partnerships with Walmart, Wix, and Instacart [6].