"Pinterest's $300 billion-plus purchase of tvScientific enables advertisers to purchase audiences on third-party CTV properties, marking a significant expansion in audience targeting capabilities."
"Combining Pinterest's first-party data with tvScientific's AI has shown to improve advertisers' outcomes by 27%, showcasing the effectiveness of their integrated approach."
"Lee Brown, Pinterest's chief business officer, emphasized that the platform's audience 'ages down' and has a 'high intent' mindset, making it a prime space for Gen Z to search and shop."
Pinterest's acquisition of tvScientific allows advertisers to access its 600 million monthly active users on third-party CTV properties. This audience extension capability was announced at the POSSIBLE conference. Advertisers can target segments using both deterministic and probabilistic methods. Early tests showed a 27% improvement in outcomes by combining Pinterest's first-party data with tvScientific's AI. Pinterest aims to reach younger audiences, emphasizing their intent to search and shop on the platform, providing new advertising opportunities across various stages of the consumer journey.
Read at Digiday
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