"Pinterest's audiences becoming addressable via tvScientific's platform is the 'first step in our product roadmap,' said Chip Jessopp, VP and GM of programmatic ad sales for Pinterest. 'The longer-term strategy is to be able to enable advertisers to optimize that Pinterest intent signal, both on- and off-platform.'"
"The CTV ad marketplace is expected to exceed $45 billion and surpass linear TV in 2028, said Pinterest Chief Business Officer Lee Brown, citing a recent eMarketer forecast."
"CTV represents more of a lean-back, big screen experience than online advertising, but is also more addressable than linear TV - which dovetails nicely with Pinterest's own recent efforts to rebrand itself as a performance marketing platform."
Pinterest acquired tvScientific to enhance its advertising capabilities, allowing user data access for CTV ad targeting. This integration enables Pinterest users to be retargeted outside the platform, particularly in streaming TV environments. The move aligns with Pinterest's strategy to optimize advertising signals both on and off-platform. The CTV ad marketplace is projected to exceed $45 billion by 2028, attracting significant interest. Pinterest aims to transition from being seen as an upper-funnel opportunity to offering mid- and lower-funnel advertising solutions.
Read at AdExchanger
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