tvScientific by Pinterest has introduced its Certified Measurement Partner Program to strengthen measurement transparency and accountability across Performance TV campaigns. The initiative brings together trusted measurement providers to help advertisers better evaluate Connected TV (CTV) advertising performance through advanced attribution, incrementality testing, media mix modeling, and optimization capabilities. The launch reflects the growing demand for reliable measurement as Performance TV becomes an increasingly important channel for digital marketers.
The new Certified Measurement Partner Program is designed to establish a trusted ecosystem of measurement providers that meet tvScientific by Pinterest's standards for transparency, accuracy, and campaign performance evaluation. By integrating certified partners into its platform, advertisers can choose their preferred measurement solution while maintaining confidence in campaign reporting and optimization.
As Performance TV continues to mature, marketers increasingly require dependable measurement frameworks that demonstrate how Connected TV advertising contributes to business outcomes across streaming environments.
"Performance TV is becoming a critical growth channel for advertisers, but measurement fragmentation continues to create uncertainty around what’s actually driving outcomes," said Jason Fairchild, CEO of tvScientific by Pinterest. "This program 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."
The initial rollout includes measurement providers INCRMNTAL, Measured, Singular, and WorkMagic, with additional certified partners expected to join the program over time.
Together, these partners provide capabilities including attribution, incrementality testing, media mix modeling, causal measurement, and mobile performance analysis. The expanded ecosystem enables advertisers to better understand how Performance TV campaigns influence traffic, conversions, installs, and sales while supporting more informed media planning and budget allocation.
Powered by proprietary deterministic ID technology, tvScientific by Pinterest connects streaming ad exposure to measurable business outcomes, helping marketers optimize campaigns based on real-world performance data rather than assumptions.
Each launch partner emphasized the growing need for accurate measurement as advertisers increase investment in Connected TV advertising.
"Incrementality has become an essential part of understanding media effectiveness, particularly as advertisers seek greater accountability across streaming environments," said Maor Sadra, CEO and Co-founder of INCRMNTAL. "Through our partnership with tvScientific by Pinterest, advertisers can better quantify the true business impact of their Performance TV investments and make smarter decisions about where and how they allocate spend."
"Measurement is most valuable when it helps marketers separate correlation from true business impact," said Trevor Testwuide, CEO at Measured. "By partnering with tvScientific by Pinterest, we're helping brands better understand the incremental contribution of Performance TV and make more informed decisions about media investment and optimization."
"When CTV and mobile are measured separately, marketers are left piecing together performance after the fact,” said Susan Kuo COO & Co-founder at Singular. “Singular is excited to be the first MMP program partner working with tvScientific by Pinterest. Together, we are helping advertisers connect exposure, spend, and outcomes across CTV and mobile, giving them a unified view of performance and a clearer foundation for optimization."
“Advertisers are under increasing pressure to prove the business impact of every media dollar spent, especially as streaming becomes a larger part of the media mix,” said Alex Roucourt, Chief Partnerships Officer at WorkMagic. “By partnering with tvScientific by Pinterest, we’re helping brands better understand the true impact of Performance TV and optimize around measurable business outcomes with greater precision and transparency.”
The Certified Measurement Partner Program supports tvScientific by Pinterest's broader vision of making Performance TV more measurable and performance-driven. The company combines AI-powered campaign optimization, deterministic measurement technology, and Pinterest's predictive consumer intent signals to help advertisers improve campaign outcomes across streaming platforms.
By expanding access to trusted measurement solutions and improving interoperability across analytics providers, the initiative aims to help brands make faster optimization decisions while increasing confidence in Performance TV investments.
As Connected TV advertising continues to grow, transparent measurement and reliable attribution are becoming essential components of media planning. The Certified Measurement Partner Program positions tvScientific by Pinterest to support advertisers seeking greater visibility into campaign performance while maximizing return on advertising investment across streaming environments.
About tvScientific by Pinterest
tvScientific by Pinterest is an advertising platform built for Performance TV, helping brands and apps reach future customers earlier, optimize toward real business outcomes, and prove TV’s impact across the funnel. By combining Pinterest’s predictive intent signal with tvScientific’s AI-powered optimization and deterministic measurement, the platform helps advertisers turn earlier intent into measurable action across traffic, sales, installs, and more. With flexible outcome-based buying, tvScientific by Pinterest makes TV advertising more accessible, accountable, and measurable for businesses of all sizes.
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