Pinterest Opens Programmatic Deals to Enterprise Advertisers – https://www.thekeyword.co/

One email. Everything that moved in ads, search and social, and what it means for your spend.Join the newsletter and get our bitesized update straight to your inbox.Google | Meta | ChatGPT| TikTokEditor, The KeywordPinterest has made Programmatic Deals generally available to enterprise advertisers.Display and video inventory is buyable in Amazon Ads DVA+, DV360, Yahoo DSP and DeepIntent.Magnite is the main supply-side partner connecting Pinterest’s inventory to buying platforms.Buying Pinterest no longer requires leaving the tools agencies already plan in.Europe is missing from the launch markets, and Pinterest has given no timing.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.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.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.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.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.Programmatic Deals let enterprise advertisers buy selected Pinterest display and video inventory through supply-side and demand-side platforms, alongside the rest of their campaigns. Pinterest made them generally available on 26 October 2026 in North America, South America and Asia Pacific.Magnite is the primary supply-side partner and connects Pinterest’s inventory and audience signals to buying platforms, with Google Ad Manager also on the supply side in Latin America and Asia Pacific. Buyers access the inventory through Amazon Ads DVA+, Google Display & Video 360, Yahoo DSP and DeepIntent. Adweek reports the deal types are private marketplaces and preferred deals, with programmatic guaranteed still in testing.Advertisers who plan and buy media in one of the named DSPs can add Pinterest to a campaign without a separate buy in Pinterest’s ads manager. Pinterest has not published pricing, minimum spend or a date for Europe, and points advertisers to their Pinterest sales representative.trusted by over 200,000 Marketerssource