Pinterest buys TVScientific to tie intent to CTV

Pinterest is trying to connect intent data with connected TV measurement in one stack, which gives advertisers a clearer way to track performance on the biggest screen in the house. For the broader CTV ecosystem, the acquisition reinforces how much the category is being pulled toward attribution and analytics rather than branding alone. The specific signal to watch is how Pinterest describes the combined measurement offering after the TVScientific deal closes, especially whether it is positioned directly around performance-based CTV buying.