Maya Robertson
Pinterest has launched Programmatic Deals, a new advertising solution that allows marketers to purchase the platform’s display and video inventory through third-party demand-side platforms (DSPs), including Amazon Ads, Google Display & Video 360 and Yahoo DSP. The offering is now generally available in North America, South America and Asia Pacific, expanding access to Pinterest advertising beyond its existing direct buying tools.
The initiative enables advertisers to incorporate Pinterest placements into broader digital advertising campaigns using the programmatic platforms they already rely on for media planning, purchasing and measurement. Rather than managing separate campaigns exclusively through Pinterest’s advertising interface, marketers can access selected inventory alongside other digital channels. Pinterest said the expansion is intended to increase demand for its advertising inventory and make the platform more accessible to enterprise advertisers.
Magnite serves as Pinterest’s primary supply-side platform (SSP) partner, connecting its advertising inventory and audience signals with participating buying platforms. In Latin America and Asia Pacific, Pinterest is also working with Google Ad Manager to support programmatic access. The arrangement builds on Pinterest’s existing advertising partnerships, including its collaboration with Amazon Ads, which began in 2023. Additional demand-side partners include DeepIntent, extending the range of platforms through which advertisers can purchase Pinterest inventory.
Pinterest’s advertising inventory will also be available through Magnite Orchestration, an AI-powered coordination system that allows automated buying and selling agents to discover, evaluate, package and optimize advertising opportunities. The integration is part of a broader industry shift toward automated media transactions, as advertising technology companies develop systems that allow AI agents to participate in programmatic buying workflows.
The company highlighted results from a June 2026 campaign conducted by beauty brand Moroccanoil, which used Pinterest inventory through Magnite and Amazon Ads as part of an existing video and display advertising campaign. According to Pinterest, the campaign generated 15% incremental reach with 1% audience overlap, while users whose purchase journeys included Pinterest were associated with 63% more new-to-brand buyers. The overall campaign also recorded a click-through rate 20% higher than the brand’s average video and display campaigns. The figures were based on Amazon’s internal campaign data and are not necessarily representative of future results.
The expansion comes as Pinterest seeks to increase advertising revenue from its user base of 640 million monthly active users. According to the company, users conduct more than 80 billion searches on Pinterest each month, with over half related to commercial interests. Pinterest also reports that more than 96% of text searches are unbranded, indicating that many users explore products and ideas without searching for specific companies or products.
The move follows Pinterest’s continued investment in advertising technology and programmatic infrastructure. Earlier in 2026, the company completed its acquisition of connected TV advertising platform tvScientific, expanding its capabilities in performance-focused television advertising. Pinterest has also introduced additional advertising products designed to connect product discovery with measurable marketing outcomes.
For advertisers, Programmatic Deals introduces another route to Pinterest’s audience while allowing campaigns to be managed through established DSP workflows. For Pinterest, the initiative could attract advertising budgets from brands and agencies that primarily purchase media programmatically. The company has not disclosed pricing, minimum spending requirements or expected revenue contributions from the new offering. Advertisers interested in accessing Programmatic Deals can contact their Pinterest sales representatives.
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