tvScientific by Pinterest Announces CTV Analytics Programme

tvScientific by Pinterest – Pinterest’s performance TV advertising platform – has announced the launch of its Certified Measurement Partner Program. 

This new initiative has been designed to recognise trusted measurement providers that can meet the companies standards for accuracy, transparency and performance across Performance TV campaigns. 

It will bring together measurement and analytics providers trusted by the company to help advertisers better understand the business impact of Connected TV (CTV) advertising through clear attribution and faster optimisation. 

Launch partners include INCRMNTAL, Measured, Singular and WorkMagic, who the company says will help power the initial programme rollout. More partners are expected to join the initiative at a later stage. 

Growth of Performance TV

According to tvScientific, Performance TV is growing into a core investment channel for modern-day marketers. In the company’s 2026 State of Performance TV Report, it found that 77% of small and midsize businesses are running Performance TV campaigns, with advertising on streaming channels accounting for 24% of total media spend. 

“Performance TV is no longer an experiment. It has matured into one of the most reliable and accountable growth channels in modern marketing,” says Jason Fairchild, CEO and Co-Founder of tvScientific. “Performance marketers are no longer testing TV at the margins. They are moving the budget to make room for it and putting it at the center of their media strategies. Performance TV delivers the scale of television with the precision, transparency, accountability, and fully transparent ROAS measurement marketers need to drive real business outcomes.”

But as Performance TV spend increases, advertisers have a growing need for transparent ways to measure what specifically is driving outcomes across streaming platforms.

This Certified Measurement Partner Program is designed to do just that, using a network of trusted measurement solutions that have been built to help advertisers prove impact, act on insights faster and optimise media investments with more knowledge and confidence. 

“Performance TV is becoming a critical growth channel for advertisers, but measurement fragmentation continues to create uncertainty around what’s actually driving outcomes,” says Jason. “This programme delivers measurement interoperability that gives advertisers the flexibility to work with any measurement partner they choose, which is foundational to the ‘trust but verify’ philosophy that gives marketers absolute confidence in their results.”

This helps advertisers connect streaming exposure to real-world outcomes – working across traffic, sales instals and conversions. Advertisers can also access media mix modelling, incrementality testing and casual measurement solutions, which have been created to make Performance TV more actionable. 

Driving stronger CTV results

The Certified Measurement Partner Program is part of tvScientific by Pinterest’s broader vision for Performance TV – with the company looking to combine AI-powered optimisation, deterministic measurement and predictive consumer intent signals to help advertisers drive stronger business results across streaming environments.

In June, the company launched its Creative Advisor – an AI-powered creative optimisation tool, designed to help advertisers adjust CTV creative for improved business outcomes. 

This, the company says, can help maximise the effectiveness of a company’s media investment, with Creative Advisor analysing millions of creative elements using proprietary AI elements that have been trained on years of CTV performance data. 

The technology evaluates video ad elements, including messaging, audio, logo visibility, brand presence, and calls to action, before offering predictive recommendations designed to improve campaign performance.

“The platform is powered by our proprietary creative intelligence dataset, built from tens of thousands of CTV creatives, millions of creative elements and years of real-world performance signals,” says Jason. “That allows us to identify which creative attributes are most likely to drive results and give advertisers actionable guidance rooted in proven outcomes, not assumptions.

“I predict this degree of element-level optimisation, combined with advances in ML-based CTV optimisation technologies, will more than double performance for TV advertisers in the foreseeable future.”