Pinterest on October 26 announced general availability of Programmatic Deals, a way for enterprise advertisers to buy selected Pinterest display and video inventory through outside supply-side platforms (SSPs) and demand-side platforms (DSPs), alongside the rest of their campaign inventory. The company said the product is currently available in North America, South America and Asia Pacific.

Magnite is the primary SSP, connecting Pinterest inventory and audience signals to buying platforms, according to Pinterest. Pinterest inventory is also part of Magnite Orchestration, which the company described as a layer for agent-based buying and selling. In Latin America and Asia Pacific, Pinterest also works with Google Ad Manager on the supply side.

On the buying side, Pinterest named Amazon Ads DVA+, Google Display and Video 360, Yahoo DSP and DeepIntent. Amazon’s role builds on an earlier partnership that brought third-party ad demand to Pinterest. PPC Land reported that Pinterest first named Amazon as a third-party demand partner on April 27, 2023, and that the company’s press email listed only the first three DSPs.

Who can buy, and how

Pinterest said advertisers can learn more by contacting their Pinterest sales representative. PPC Land noted that the product is not self-serve and that Europe is not among the launch regions, with no date or reason given. The outlet also reported that prices, minimums, deal types, specific placements and fees had not been disclosed by Pinterest or Magnite. Pinterest’s own announcement says “select global markets” in its body and lists the three regions in its closing section, without a country list.

The case study Pinterest cited

Pinterest pointed to a June 2026 campaign by Moroccanoil, which used a programmatic deal enabled by Magnite and run through Amazon Ads to add Pinterest to an existing campaign of premium video and display placements. The campaign paired Amazon’s first-party lifestyle and in-market audiences with Pinterest’s contextual beauty targeting.

According to Pinterest, the campaign delivered:

  • 15% incremental reach, with 1% audience overlap
  • 63% more new-to-brand buyers among users whose purchase paths included Pinterest
  • a 20% higher click-through rate than the brand’s average video and display campaigns

PPC Land reported that Pinterest described the results as “specific to this campaign” and “not indicative of future performance.” The outlet also noted that the new-to-brand figure had no stated baseline and that the click-through comparison was against the brand’s own average rather than a control group.

Pinterest’s pitch to media buyers

Pinterest cited 640 million monthly active users, which it called a record, and more than 80 billion monthly searches, more than half of them commercial. It said more than 96% of text searches are unbranded, presenting that as evidence that people use the platform before they settle on a brand.

“Pinterest captures the moment when people are figuring out what they want to try, buy or do next,” said Jason Fairchild, general manager, programmatic and affiliate at Pinterest and CEO of tvScientific by Pinterest. Sean Buckley, president, revenue and market strategy at Magnite, said: “Pinterest offers a unique understanding of what people are interested in and what they may buy next.”

The launch follows a series of programmatic moves. Marketing Dive reported that Pinterest completed its acquisition of tvScientific in February and named Fairchild to lead programmatic and affiliate operations, after naming Chip Jessop as its first head of programmatic the previous May. The outlet noted that Pinterest reported second-quarter revenue of $1.18 billion, up 18% year over year, and was scheduled to release third-quarter results on October 29.

Why it matters

For brands that already plan media through DSPs, including Amazon’s DVA+, Pinterest inventory can now sit inside the same buying and measurement workflows rather than requiring a separate purchase on Pinterest’s own ads tools. The Moroccanoil example pairs Amazon shopping audiences with Pinterest placements, which shows how retail media data and Pinterest inventory can be combined in one buy.

For smaller merchants, the immediate impact is limited. The product is aimed at enterprise advertisers, is sold through Pinterest’s sales team rather than self-serve tools, and does not yet cover Europe. Advertisers weighing it will also lack public pricing until Pinterest or its partners publish terms.

The caveats

The performance figures come from a single campaign that Pinterest chose to publicize and are the company’s own claims. Pricing, deal terms and the fees added by each SSP and DSP layer have not been published, and Pinterest has not said when, or whether, Europe will be added.