Is Google really trying to buy Pinterest?

$Alphabet-A(GOOGL.US)$ $Alphabet-C(GOOG.US)$ $Pinterest(PINS.US)$
Where did this crazy rumor even come from?
Alphabet CEO Sundar Pichai spoke at the Code Conference earlier this month. He talked about many things going on with the company, including developments in the advertising market and concerns over artificial intelligence. Late in the talk, however, the interviewer turned the conversation toward mergers and acquisitions (M&A).
When asked if Pinterest was an acquisition target, Pichai stammered, "Look, I can't comment on a few, on any M&A deals." He then smiled sheepishly at the interviewer's suggestion that he could comment if he wanted to do so.
Why Pinterest is a valuable acquisition target
On the surface, Pinterest's relevance is dwindling, which hardly seems like a platform worthy of $PayPal(PYPL.US)$ and Alphabet's attention. However, Pinterest has steadily increased its monetization, going from $1.04 in average revenue per active user (ARPU) in Q1 2021 to $1.54 in Q2 2022. That's substantial.
Here's what Alphabet and PayPal are likely interested in: Pinterest has steadily increased its monetization thanks to its truly unique perspectives and insights into consumer behaviors. Year after year, the company proves it knows what people want with its annual Pinterest Predicts report -- the report was proven to be 80% correct in 2021.
For Alphabet's part, it generates most of its revenue through advertising. But the game is changing for advertising stocks. Consumers are increasingly concerned about privacy, and governments are regulating more. For this reason, Alphabet intends to do away with third-party cookies in 2024. But that risks making its ads less effective, and that would consequently lead to lower ad rates.
Acquiring Pinterest and its consumer insights could dramatically help it remain more effective at advertising while also doing away with tracking.
For PayPal, investors often forget it has a merchant side of its business -- 35 million active merchant accounts as of the second quarter of 2022, up from 32 million in the same quarter of 2021. Part of the company's strategy is to provide data on consumer intent to merchants so they can better know what to prioritize. This is exactly what Pinterest could have provided had the deal gone through.