Pinterest has made Programmatic Deals broadly available in some areas in North America, South America, and Asia Pacific, allowing corporate advertisers to purchase display and video ad inventory via third-party programmatic platforms.
The service allows marketers to include Pinterest inventory into their existing media plans via supply-side platforms (SSPs) and demand-side platforms (DSPs), utilizing preexisting processes for media planning, buying, and measurement.
In response to the announcement, Jason Fairchild, General Manager – Programmatic & Affiliate, Pinterest and CEO, tvScientific by Pinterest, stated, “Pinterest captures the moment when individuals are deciding what they want to try, purchase, or do next. Programmatic Deals put that intent to work for enterprise advertisers across the media systems they already use, helping brands turn inspiration into conversion, now at scale.”
Magnite is the platform’s principal supply-side partner in programmatic advertising. It connects Pinterest’s inventory and audience indications to buying platforms, providing advertisers more ways to acquire its inventory. Pinterest inventory is also accessible via Magnite Orchestration, which allows buyers and sellers to identify, package, and activate advertising inventory across platforms.
Sean Buckley, President, Revenue & Market Strategy at Magnite, commented on the development, saying, “Pinterest provides a unique perspective of what consumers are interested in and what they may buy next. In addition to linking DSPs with Pinterest’s on-site inventory, Magnite can help extend the value of its intent signals across the open web. By combining those insights with our demand relationships, activation capabilities, and omnichannel publisher footprint, we can help buyers connect discovery with measurable results across more media environments.”
In Latin America and Asia Pacific, the platform collaborates with Google Ad Manager on the supply side to increase programmatic access to its inventory.
On the demand side, marketers may buy Pinterest’s display and video inventory using platforms including Amazon Ads DVA+, Google Display and Video 360, Yahoo DSP, and DeepIntent. The Amazon Ads integration expands on a previous relationship that brought third-party advertising demand to Pinterest.
The site mentioned a Moroccanoil campaign from June 2026 as an example of the offering’s performance. The brand employed a programmatic agreement that was facilitated by Magnite and Amazon Ads to add Pinterest to an existing campaign across premium video and display placements.
By merging Amazon’s first-party lifestyle and in-market audiences with Pinterest’s contextual beauty targeting, the campaign achieved a 15% increase in reach with 1% overlap. It also observed 63% more new-to-brand purchasers among users whose purchase journeys included Pinterest, as well as a 20% increase in click-through rates compared to the brand’s average for video and display advertising.
Marta Martinez, Managing Director, Google Marketing Platform, adding, “Google’s Display & Video 360 provides marketers with a single media purchasing platform, allowing them to access Pinterest’s high-quality audiences and get even higher ROI from their Gemini-powered campaigns.
The site had 640 million monthly active users and more than 80 billion monthly queries. More than half of those searches are commercial, whereas 96% of text searches are not branded.
These search trends allow advertisers to contact customers while they research items and ideas before making a purchase decision.
