The last click is only part of the story. By the time someone is ready to buy, most of the real decision-making is already behind them.
People discover on one screen, research on another, and convert somewhere else entirely. For performance teams, that makes the job harder: not just capturing demand, but understanding what helped create it in the first place.
That is a big reason more teams are taking a fresh look at CTV. As TV becomes more measurable and optimizable, it is earning a clearer role in the performance mix. And with last week’s tvScientific by Pinterest announcement at POSSIBLE, that shift feels even more real.
Which is exactly why we rounded up the smartest CTV insights for you this month:
- Gen Z doesn’t hate ads, they hate irrelevant ones
- Reach the customers your competitors haven’t found yet
- Your next edge in Performance TV is here
- Connect your TV ads directly to clearly measured, outcome-driven growth
Gen Z doesn't hate ads. They hate irrelevant ones.
It is easy to label Gen Z as ad-averse. They can skip, scroll, mute, or pay to avoid ads entirely, and often do. But the issue is not advertising itself. It is advertising that feels disconnected from what they care about.
What Gen Z wants is relevance. More than half, 53%, say they want ads personalized to recent searches or purchases, compared with just 20% of Baby Boomers.1 And 45% are interested in shoppable pause ads, versus 11% of Boomers.1 That points to a clear shift: Gen Z is more open to advertising when it feels useful, timely, and built into the experience.
What this means for advertisers
For advertisers, the takeaway is straightforward. Reaching Gen Z is not about showing fewer ads. It is about showing better ones. As TV becomes more interactive and data-driven, brands have a bigger opportunity to deliver advertising that feels more relevant, more actionable, and more aligned with how younger audiences already engage with media.
Reach the customers your competitors haven’t found yet
Introducing tvScientific by Pinterest 📌
For the first time, advertisers can reach Pinterest’s high-intent audience on the biggest screen in the home.
Our 2026 Consumer Trends Report is here 🚀
What do 600+ consumers across four generations reveal about TV’s role in the modern path to purchase?
Your next edge in Performance TV is here
Scale with smarter signals
Pinterest high-intent signals enable tvScientific AI to drive 27% more outcomes per $100 spent.2
Meet tvScientific by Pinterest
Join tvScientific by Pinterest on June 9 to see first-hand how advertisers drive outcomes on TV.
Connect your TV ads directly to outcome-driven growth
That’s why tvScientific partners with CJ, a network partner that helps brands reward real performance, not just impressions.
With this partnership, marketers can:
📊 Monitor and attribute CTV-driven performance alongside other affiliates
💰 Leverage a cost‑per‑action model and only pay when TV ads drive conversions
📈 Scale performance by adding outcome-based CTV into existing affiliate strategies
As a long-time partner of CJ, tvScientific was recognized with the 2024 CJ Excellence Award for Collaboration, underscoring the impact of connecting CTV and affiliate channels.
As performance marketing moves beyond the last click, the advantage will go to teams that can spot intent earlier and prove what actually drives growth.
CTV is becoming a bigger part of that picture, helping teams create demand earlier, measure impact more clearly, and grow with more confidence.
Happy advertising!
Sources:
1 - tvScientific by Pinterest 2026 Consumer Trends Report, United States, April 2026
2 - tvScientific by Pinterest Internal Data, US, 3/27/26 - 4/7/26. N= >300 advertisers. Outcomes evaluated were purchases, website visits, installs, and registration.
