In Pinterest’s latest earnings call, Bill Ready named “accelerating monetization through improved go-to-market and measurement capabilities” as one of the company’s three strategic priorities.
Better monetization will only come from giving advertisers a clearer way to engage consumers across the full journey, measure what actually worked, and use those signals to improve performance over time.
That is the opportunity we see with Performance TV, specifically as we approach it at tvScientific by Pinterest.
Better go-to-market starts with a full-funnel offering
The traditional advertising funnel is often described as a neat progression from awareness to consideration to purchase. Consumer behavior is much less orderly.
People move between screens, platforms, and environments as they discover ideas, evaluate options, and take action. We know that 78% of people are scrolling social while the TV's on, 69% are shopping online, and 68% are looking up something they just saw in an ad.1 The opportunity now is to engage meaningfully across that entire spectrum.
Pinterest already plays an important role at the point of inspiration. People use it to plan, explore, save ideas, and consider what they may want to do or buy next. Performance TV extends that engagement into the living room, where brands can reach consumers in a high-attention environment and influence what happens next.
Put those pieces together, and the story becomes much more powerful.
You can engage a consumer while they are forming an idea, continue that relationship as they move through consideration, reach them again through television, and ultimately connect that exposure to purchase.
Very few advertising platforms can credibly operate across that full, continuous journey. tvScientific by Pinterest is building that system to help move people from inspiration to action.
Measurement is what makes the full funnel valuable
Of course, a full-funnel story only matters if you can prove the impact.
Advertisers are no longer satisfied with broad claims about influence. They want to know whether their investment changed behavior, created incremental demand, increased conversion, or drove revenue. That is where advanced measurement becomes essential.
Performance TV can help advertisers understand what happened after exposure, including effects that may appear in other channels. A television ad may lead someone to search for a brand, visit a site, return through another channel, or convert later. Last-click attribution will often give credit to the final interaction, even though TV helped create the demand.
Halo analysis and incrementality measurement provide a more complete view. They can show whether search traffic increased, whether conversion rates improved among exposed audiences, and whether the campaign generated outcomes that would not otherwise have occurred. This is a critical part of proving advertising impact.
When advertisers can see how their media investment directly drives measurable business results, the value of that investment becomes much clearer. It becomes easier to justify to the CFO, easier to defend with real math, and ultimately easier to scale. Measurement is therefore the foundation to realizing the promise of full-funnel consumer engagement.
AI turns measurement into a growth engine
The final step is using those measurement signals to improve performance.
AI and machine learning are most valuable when they are connected to a clear objective. Our AI’s goal is to get better at moving consumers through the funnel and driving the outcomes advertisers care about. That means feeding audience signals, media delivery data, creative performance, incrementality, and halo effects back into optimization systems. At a very granular level, that includes advertiser-specific and even product-specific algorithms. Over time, the system can learn which audiences are responding, which messages are working, which environments are producing results, and where the next dollar should go.
Direct sales, programmatic, affiliate, and Performance TV may all become different points of entry into that broader advertising system. The important thing is that they connect back to a common structure: engaging consumers from inspiration to purchase, measuring the impact, and continuously improving the path between the two.
tvScientific by Pinterest plays a major role in the next phase of advertising, helping connect the dots between inspiration, attention, action, and measurable growth.
Source:
- tvScientific by Pinterest, 2026 Consumer Trends Report, US, February 2026, n=600 people that watch tv
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