Pinterest rolls out Programmatic Deals

Pinterest has introduced general availability of Programmatic Deals, expanding access to its display and video ad inventory for programmatic buyers in North America, South America and Asia Pacific. The launch allows advertisers to transact Pinterest media through automated deal types, integrating the platform more tightly into standard programmatic buying workflows.

Programmatic Deals support three primary transaction formats: private marketplaces, preferred deals and programmatic guaranteed deals. This structure enables buyers to choose between auction-based access, fixed CPM pricing with first-look access, or fully guaranteed price and volume agreements executed automatically.

Advertisers can now purchase Pinterest inventory through leading demand-side platforms Amazon Ads, Google Display & Video 360 and Yahoo DSP. This places Pinterest’s ad placements inside the interfaces where brands already plan and optimize media, reducing friction for advertisers that previously handled Pinterest as a separate buy.

Magnite serves as Pinterest’s primary supply-side platform, connecting Pinterest’s inventory and audience signals to buying platforms. In Latin America and Asia Pacific, Pinterest also works with Google Ad Manager on the supply side. Pinterest inventory is included in Magnite Orchestration, a coordination layer where agents can discover, evaluate, package, activate and optimize premium omnichannel inventory.

Executives at Pinterest describe the programmatic focus as making Pinterest available wherever buyers want to activate and highlight that major brands increasingly seek programmatic activation for automation and efficiency. Advertisers using DSPs can mix and match data, measurement and media partners while adding Pinterest as a line item within existing campaigns.

Pinterest reports a record 640 million monthly active users and more than 80 billion monthly searches each month, with more than half of those searches for commercial terms. More than 96% of text searches are unbranded, underscoring the pre-decisional, high-intent discovery behavior Pinterest is positioning as a differentiator for performance-oriented advertisers.

The inventory available through Programmatic Deals covers Pinterest’s core discovery surfaces, including search results, the home feed and related Pins. Pinterest frames this as an opportunity for brands to reach people before purchase decisions are finalized, aligning inspiration with measurable outcomes across existing programmatic systems.

Pinterest shared an example from beauty brand Moroccanoil, which added a Pinterest deal as a supply source to an existing Amazon DSP campaign. Pinterest reported that this addition increased campaign reach by 15%, with only 1% audience overlap, and delivered a 20% higher click-through rate on Pinterest compared with the brand’s average Amazon DSP video and display campaigns.

The programmatic expansion comes as Pinterest guides third-quarter revenue growth to 13% to 15%, following 18% growth in the second quarter when revenue reached $1.18 billion. Pinterest is scheduled to report third-quarter results on October 29.

Pinterest’s audience data also extends beyond its own app via tvScientific, a streaming TV ad platform it acquired earlier in the year. Through tvScientific and Magnite’s infrastructure, Pinterest’s intent signals can be applied to connected TV campaigns, enabling buyers to use Pinterest audience insights within broader cross-screen media plans.

Pinterest indicates that advertisers so far tend to treat programmatic access as additive to the platform’s existing ad tools. By opening Programmatic Deals through major DSPs, Pinterest aims to broaden potential demand for its inventory among enterprise and mid-market advertisers that prioritize unified, automated media buying.