Pinterest unlocks premium inventory for programmatic buyers, scaling high-intent discovery

Pinterest is moving into its next phase of programmatic, helping advertisers reach people as they decide what to try, buy and do next. Today, Pinterest announced the general availability of Programmatic Deals in select global markets, giving enterprise advertisers another way to include Pinterest in broader media plans and broadening potential demand for its inventory.

Programmatic Deals let advertisers buy selected Pinterest display and video inventory alongside the rest of their campaigns through strategic supply-side platform (SSP) and demand-side platform (DSP) partners, bringing Pinterest's premium inventory and intent into the planning, buying and measurement workflows enterprise marketers already use.

"Pinterest captures the moment when people are figuring out what they want to try, buy 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," said Jason Fairchild, General Manager, Programmatic & Affiliate at Pinterest and CEO of tvScientific by Pinterest.

Driving programmatic growth through supply-side partnerships

Magnite serves as the primary supply-side partner to enable programmatic activation. Magnite provides the technology that connects Pinterest's inventory and audience signals to buying platforms, giving buyers more choice in how they access Pinterest. Pinterest inventory is also part of Magnite Orchestration, a coordination layer that connects agents within a shared environment, enabling buyer and seller agents to discover, evaluate, package, activate, and optimize premium omnichannel inventory.

"Pinterest offers a unique understanding of what people are interested in and what they may buy next," said Sean Buckley, President, Revenue & Market Strategy at Magnite. "In addition to connecting DSPs to 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, Pinterest also works with Google Ad Manager on its supply-side, expanding programmatic access to Pinterest's premium inventory in the region.

Expanding demand-side access to Pinterest inventory

Pinterest inventory can be purchased through leading demand-side platforms, including Amazon Ads DVA+, Google Display and Video 360 and Yahoo DSP to help advertisers access Pinterest video and display inventory through established buying workflows. Amazon Ads builds on itspreviously announced partnership with Pinterest to bring third-party ad demand to the platform.

The opportunity is visible in customer results. In a June 2026 campaign, Moroccanoil used a programmatic deal, enabled by Magnite and via Amazon Ads, to add Pinterest to an existing campaign spanning premium video and display placements. By combining Amazon's first-party lifestyle and in-market audiences with Pinterest's contextual beauty targeting, the campaign delivered 15% incremental reach with only 1% audience overlap, and 63% more new-to-brand buyers among users whose purchase paths included Pinterest. Overall, the campaign garnered a 20% higher click-through rate than the brand's average video and display ad campaigns.¹

"Google's Display & Video 360 brings advertisers a unified media buying platform so they can reach Pinterest's high-quality audiences and get even more ROI from their Gemini-powered campaigns," said Marta Martinez, Managing Director, Google Marketing Platform. "It is a powerful connection that provides full-funnel measurement and reach for every step of the consumer journey, from search to discovery to checkout."

Reaching consumers before they've made up their minds

Pinterest now reaches a record 640 million monthly active users and more than 80 billion monthly searches each month, more than half of which are commercial.² More than 96% of text searches are unbranded, underscoring the open, pre-decisional intent that Pinterest brings to programmatic buyers.³ This combination of scale and commercial intent creates a distinctive opportunity for advertisers looking to reach people before a purchase decision is made.

Programmatic Deals are currently available in North America, South America and Asia Pacific. Advertisers can learn more about Pinterest Programmatic Deals by contacting their Pinterest sales representative.