• by Colin Kirkland , 11 hours ago

Building on its recent tvScientific acquisition and connected TV (CTV) debut, Pinterest is launching a partner program created to help advertisers discover measurement partners deemed trustworthy by the social media company.

According to Pinterest’s announcement, the primary goal of its “Certified Measurement Partner Program” is to develop measurement interoperability by amassing a group of hand-selected measurement partners tasked with helping advertisers act faster on insights and better optimize their media investments.

The program is backed by tvScientific, a performance ad platform that allows brands and apps to run CTV campaigns with direct access to Pinterest's 631 million active users.

“Pinterest signals reflect what people are actively planning, not what they have already done,” MediaPost reporter Laurie Sullivan noted in April. “By bringing those signals into tvScientific's performance engine, advertisers can now reach consumers earlier and optimize CTV campaigns to see real performance results. Not just impressions.”

Per the partner program, advertisers can utilize certified partner integrations through the ad platform in order to access a variety of CTV measurement analytics, such as attribution, media mix modeling, incrementality testing, and optimization solutions.

Partners included in the rollout include Incrmntal, Measured, Singular, and WorkMagic. 

“Measurement is most valuable when it helps marketers separate correlation from true business impact,” Trevor Testwuide, CEO at Measured, shared.