Published on: August 14, 2026
Pinterest has expanded Jason Fairchild’s leadership responsibilities, naming him General Manager of Programmatic and Affiliate as the platform looks to broaden the reach of its advertising capabilities beyond its owned ecosystem.
Fairchild, who is also the CEO and Co-Founder of tvScientific, takes on the expanded role less than a year after Pinterest acquired the performance-focused connected TV (CTV) advertising company. tvScientific will continue to operate independently, with Fairchild retaining his position as CEO.
The new appointment comes as Pinterest places greater emphasis on programmatic advertising, affiliate commerce and performance-driven media. Fairchild highlighted Pinterest’s high-intent user base as one of the platform’s key assets, with users turning to the service to discover and organise ideas, products and interests. These interactions generate behavioural and interest-based signals that can support more relevant advertising.
Pinterest is also working to integrate tvScientific’s capabilities into Performance+, its AI-powered advertising platform launched in 2024. The move is expected to strengthen the company’s ability to connect consumer intent with measurable outcomes.
A key opportunity for Pinterest lies in extending its audience data beyond its own platform. While many product searches on Pinterest are not linked to specific brands, the platform sees potential in helping advertisers connect users with relevant products both on and off Pinterest.
Under Fairchild’s expanded remit, Pinterest aims to make its audiences more accessible through programmatic and affiliate buying channels, alongside tvScientific’s existing capabilities. CTV and streaming TV are expected to be an important part of this strategy, given the value of the inventory and growing advertiser interest in measurable performance.
Recent tests of Pinterest’s targeting capabilities outside its own platforms have further strengthened the opportunity. Fairchild said that “scaling the availability of those audiences off-platform would be a big business.”
The broader strategy is focused on helping brands connect Pinterest users with measurable business outcomes across channels. This is particularly relevant for streaming TV, where advertisers continue to face challenges in linking ad exposure to website visits, purchases and other real-world actions.
Performance-focused ecommerce brands are increasingly looking at CTV as an opportunity beyond traditional upper-funnel campaigns. Fairchild noted that these brands are “very performance-oriented” and “flock to CTV” when they see evidence that the channel can deliver results.
As more digital-first marketers demand measurable returns from streaming advertising, Pinterest sees an opportunity to expand the CTV advertiser base. Fairchild said the pool of CTV advertisers “is going to increase dramatically” as marketers develop a better understanding of how streaming campaigns can drive and demonstrate results.
“There’s a massive opportunity there,” Fairchild said of the burgeoning streaming TV media category. For digital-native and performance-focused marketers, he added that the shift to CTV is “still in the early innings.”
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