Pinterest Acquires tvScientific — $350M CTV M&A for SMB Targeting
Key Questions
What is the Pinterest acquisition of tvScientific?
Pinterest acquired tvScientific for $350M to bolster its CTV advertising capabilities, focusing on SMB targeting with 1P intent data. Post-acquisition activation aims to prove performance and ROAS at events like POSSIBLE.
How does tvScientific enhance Pinterest's CTV strategy?
tvScientific by Pinterest enables advertisers to connect intent data to CTV for the first time, promising performance-driven outcomes. It integrates with Pinterest's platform for better targeting and measurement.
What SMB CTV trends does this reinforce?
The acquisition fits platformization trends seen with Meta's SMB CTV via SSPs, Roku, IAS, Walmart, and FreeWheel. It emphasizes intent-based performance targeting for SMBs.
What was showcased at POSSIBLE regarding Pinterest CTV?
At POSSIBLE, Pinterest highlighted tvScientific integrations for full transparency and performance proof in CTV. Meta also made moves into CTV, underscoring industry momentum.
What to watch in NewFronts for Pinterest CTV?
Monitor NewFronts for DSP and measurement integrations that build on this acquisition. They will test ROAS proof and further platformization in SMB CTV advertising.
Post-acq activation/integration w/ 1P intent for perf targeting/ROAS proof at POSSIBLE; Meta SMB CTV via SSPs reinforces platformization. Fits Roku/IAS/Walmart/FreeWheel trends. Watch NewFronts DSP/measurement.