Pinterest Opens Programmatic Deals to Enterprise Advertisers

Pinterest has made Programmatic Deals generally available, so enterprise advertisers can now buy its display and video inventory inside the demand-side platforms (DSPs) they already use to plan and buy media. The buying platforms named at launch are Amazon Ads DVA+, Google Display & Video 360, Yahoo DSP and DeepIntent.

Pinterest announced general availability on 26 October in its newsroom post. The deals are live in North America, South America and Asia Pacific. The post opens by describing "select global markets", but Europe is not among the regions it lists, and Pinterest has not said whether or when it follows. Advertisers are told to contact their Pinterest sales representative to get access.

How the Buying Route Works

Magnite is the primary supply-side partner. Its technology connects Pinterest's inventory and audience signals to the buying platforms, so a buyer reaches Pinterest from the same tool that runs the rest of the campaign. In Latin America and Asia Pacific, Pinterest also uses Google Ad Manager on the supply side.

Pinterest's post does not say which deal types are on offer. Adweek reports that buyers can transact through private marketplaces and preferred deals, and that Pinterest is still testing programmatic guaranteed deals. Adweek also reports that Pinterest had been testing the setup with agencies and brands since early this year, which makes this a graduation from a test rather than a new product.

Pinterest inventory is also part of Magnite Orchestration, a coordination layer where buyer and seller AI agents find, package and activate inventory. Sean Buckley, Magnite's President of Revenue and Market Strategy, says Magnite can also help extend the value of Pinterest's intent signals across the open web, which goes further than selling ads on Pinterest itself.

From Its Own Ads Manager to the Wider Media Plan

Before this, a buyer who wanted Pinterest display and video inventory generally bought it inside Pinterest's own ads manager, as a separate line on the media plan. Programmatic Deals put Pinterest inside the tools where large advertisers already set budgets, measure results and compare channels.

The move follows a run of steps away from a closed platform. In February, Pinterest completed its acquisition of tvScientific, a connected TV advertising platform built to automate ad buying, according to Marketing Dive. Shortly after, it named tvScientific chief executive Jason Fairchild general manager of its programmatic and affiliate business. In April, Pinterest launched CTV ad placement through tvScientific, taking its audiences onto third-party TV apps for the first time.

Amazon is a familiar partner. Pinterest picked Amazon Ads as its first partner for third-party ads in 2023, according to Marketing Dive. Spotify made a similar move last year, when it opened its inventory to Amazon and Yahoo DSPs.

What Pinterest Is Selling to Buyers

Pinterest says it reached a record 640 million monthly active users and more than 80 billion monthly searches, over half of them commercial, citing its own data for the second quarter of 2026. It also says more than 96% of text searches are unbranded, a figure it calculated from its top 1,000 searches globally in June 2023.

The only performance evidence in the announcement is a single advertiser campaign run in June 2026 through Magnite and Amazon Ads. Pinterest notes that those results are specific to that campaign and do not indicate future performance. It has published no pricing, floors or minimum spend for the deals.

Timing Ahead of Earnings

The launch lands three days before Pinterest reports third-quarter results on 29 October. Second-quarter revenue was $1.18 billion, up 18% year over year, and Pinterest guided third-quarter growth to 13% to 15%, according to Adweek and Marketing Dive. Access to budgets planned in outside DSPs is one route to new demand for its inventory.