Pinterest has launched Programmatic Deals, a new advertising solution that allows brands to purchase its display and video ad inventory through third-party advertising platforms. The move aims to make Pinterest more accessible to enterprise advertisers and integrate it into broader digital media campaigns.
Partnerships Expand Advertising Access
Pinterest has partnered with Magnite as its primary supply-side platform (SSP), while advertisers can access its inventory through demand-side platforms (DSPs), including Amazon Ads DVA+, Google Display & Video 360 and Yahoo DSP. Google Ad Manager will also support supply-side operations in Latin America and Asia-Pacific.
The solution enables advertisers to plan, purchase and measure Pinterest ads through their existing media-buying workflows rather than managing the platform separately.
Early Campaign Results Show Potential
A campaign by beauty brand Moroccanoil demonstrated the potential of the new approach. According to Pinterest, the campaign achieved 15% higher incremental reach with just 1% audience overlap, alongside 63% more new-to-brand buyers among consumers whose purchase journeys included Pinterest. The campaign also recorded a 20% higher click-through rate than the brand's average video and display advertising campaigns.
What This Means for Advertisers
Pinterest reports reaching 640 million monthly active users and generating more than 80 billion searches each month. With many users exploring products and ideas before making purchase decisions, the platform offers opportunities for brands to connect with potential customers early in the buying journey.
The new solution is available in selected markets across North America, South America and Asia-Pacific. The expansion reflects Pinterest's broader strategy to strengthen its advertising business through programmatic buying, audience insights and performance-focused tools.
