tvScientific by Pinterest Launches Certified CTV Measurement Program

tvScientific by Pinterest has launched a Certified Measurement Partner Program, giving advertisers access to third-party attribution, incrementality and modeling tools for connected TV campaigns.

Announced on July 9, 2026, the program launches with INCRMNTAL, Measured, Singular and WorkMagic. The development gives advertisers more ways to test whether CTV campaigns generated additional business rather than simply appearing earlier in a customer journey that would have ended in a conversion anyway.

Key Takeaways from tvScientific by Pinterest’s CTV Measurement Program 

• INCRMNTAL, Measured, Singular and WorkMagic are the first certified partners.
• Advertisers can access attribution, incrementality, media mix modeling and campaign optimization tools.
• Third-party measurement gives brands another way to test tvScientific’s platform reporting.
• The program may help advertisers assess how CTV and affiliate activity contribute to the same conversion journey.
• Different measurement methods may still produce different conclusions about campaign performance.

What tvScientific Has Launched

The Certified Measurement Partner Program creates an approved network of measurement providers that can work alongside campaigns running through tvScientific’s Performance TV platform. According to the official announcement, the integrations cover attribution, incrementality testing, media mix modeling, causal measurement, mobile measurement and campaign optimization. 

The four launch partners approach measurement from different positions. INCRMNTAL and Measured focus on incrementality and causal impact, Singular connects CTV exposure with mobile advertising performance, and WorkMagic supports campaign analytics and optimization. The program does not create one universal measurement model. Instead, advertisers can choose a provider based on their own reporting requirements and use its methodology to assess results outside tvScientific’s main dashboard.

Why CTV Creates Attribution Questions

Connected TV increasingly operates between traditional television advertising and digital performance media. Advertisers can target streaming audiences and optimize campaigns toward purchases, app installations and website visits. However, customers rarely complete the whole journey on a television screen.

A viewer may see an ad on a smart TV before later searching for the brand, reading a review, visiting a comparison page or clicking an affiliate link on another device. The CTV platform records the exposure, while an affiliate network may record the final click and conversion. Both systems can therefore claim a role in the same sale.

This issue is becoming more relevant as CTV inventory becomes easier to buy through mainstream digital platforms. Samsung Ads, for example, recently opened Smart TV home-screen inventory to programmatic buyers, giving brands another way to include television placements within wider campaigns.

Incrementality Could Change How Channels Receive Credit

Standard attribution can show that someone saw an ad before converting. It does not prove that the ad caused the conversion. Incrementality testing compares exposed audiences with control groups, or uses other causal methods, to estimate how much additional business a campaign produced. This can help advertisers separate genuine influence from correlation. For affiliates, the results could work in either direction.

Measurement may show that some partners capture demand initially generated by CTV. A customer may already intend to buy before reaching a coupon, cashback or comparison page. However, it may also show that affiliate content plays a meaningful role between the first exposure and the final transaction. Reviews, creator recommendations and comparison pages can help customers evaluate products, build trust and decide where to buy.

The value of the program will depend partly on whether advertisers include detailed affiliate data in their measurement models. As Affiverse has previously examined, marketing mix modeling can disadvantage affiliate programs when partner activity is grouped into broad categories or its longer-term effects are overlooked.

Pinterest Expands Its Performance TV Offering

Pinterest completed its acquisition of tvScientific in February 2026 after announcing the proposed deal in December 2025. The combination brings Pinterest’s audience and intent signals together with tvScientific’s CTV inventory, optimization and measurement technology, extending the platform’s move into performance-focused connected TV advertising.

The business has since introduced Pinterest audience access for connected TV campaigns and Creative Advisor, an AI-powered tool designed to assess television ads and suggest changes. The Certified Measurement Partner Program adds an external measurement layer to that offering.

More Measurement Does Not Guarantee One Answer

tvScientific’s program gives advertisers another way to test platform-reported results, but more providers will not necessarily produce one agreed answer. Attribution windows, identity systems, control groups and modeling assumptions can all affect the outcome.

For affiliate teams, that creates both opportunity and scrutiny. Better cross-channel measurement may show whether partners generate demand, influence a decision, or simply record the final click, an issue also central to measuring incrementality in affiliate marketing. The program’s value will depend on whether advertisers use these tools to understand shared contribution rather than replacing one winner-takes-all model with another.