• by Laurie Sullivan , 9 hours ago

Pinterest expanded its "Programmatic Deals" program on Monday, which enables advertisers to buy selected display and video inventory through strategic supply side platform (SSP) and demand side platform (DSP) partners.

Monday's announcement moves the programmatic offering to general availability in select global markets, making some Pinterest display and video inventory available to enterprise advertisers through programmatic planning, buying and measurement workflows already in use.

"There is a meaningful shift toward programmatic buying, and we want to broaden sources of demand while making it easier for advertisers to access Pinterest inventory alongside their existing workflows, complementing our first-party ads business,"  Jason Fairchild, general manager of programmatic and affiliate at Pinterest and CEO of tvScientific by Pinterest, told MediaPost.

Programmatic Deals -- which are available in North America, South America and Asia Pacific -- enables advertisers to buy selected Pinterest display and video inventory alongside the rest of their campaigns through strategic SSPs and DSP partners.

More than 80 billion searches happen on Pinterest each month, with more than half commercial and 96% of text searches unbranded. That is a valuable, pre-decisional moment for brands, and programmatic makes that moment easier for more advertisers to access.

It will serve as Pinterest's primary SSP, providing the technology that connects Pinterest's inventory and audience signals to buying platforms. This will give buyers more choice in how they access Pinterest.

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.

On the demand side, Pinterest inventory can be purchased through DSPs, such as Amazon DVA+, Google Display & Video 360 and Yahoo DSP,  helping advertisers access Pinterest video and display inventory through established buying workflows.

Amazon Ads builds on its previously announced partnership with Pinterest to bring third-party advertising demand to the platform.

The opportunity has been visible since June 2026, when a Moroccanoil campaign 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, according to the company.

Overall, Moroccanoil's campaign garnered a 20% higher click-through rate than the brand’s average video and display ad campaigns.

When asked about the future of Pinterest in advertising, Fairchild said this move makes the company a more integrated part of enterprise and omnichannel media plans.

Pinterest now reaches 640 million monthly active users and more than 80 billion monthly searches each month, more than half of which are commercial. 

More than 96% of text searches are unbranded, underscoring the open, pre-decisional intent that Pinterest brings to programmatic buyers. The combination of scale and commercial intent creates a distinctive opportunity for advertisers looking to reach people before a purchase decision is made.

"By making our inventory easier to access programmatically, we can unlock broader demand and expand Pinterest's role across both brand-building and performance-driven campaigns," Fairchild said.