Pinterest Launches Programmatic Deals in Bid for Bigger Media Budgets

Pinterest on Oct. 26 launched Programmatic Deals, a programmatic buying solution (automated, software-mediated ad purchasing) available in North America, South America and Asia Pacific, according to a company announcement. The product lets media buyers purchase Pinterest display and video inventory through supply-side platforms (SSPs, the tech that connects publishers' inventory to buyers), led by Magnite, and demand-side platforms (DSPs, where buyers plan and execute campaigns) including Amazon Ads DVAP+, Google Display & Video 360 and Yahoo DSP.

Why does programmatic matter to Pinterest?

The bet rests on a clear market trajectory. Programmatic buying is expected to account for 74% of total open-internet revenues in 2026, according to a forecast from Madison & Wall. Pinterest wants a place in advertisers' broader automated media plans rather than remaining a standalone line item.

The company has built toward this for over a year. In February, Pinterest completed its acquisition of TvScientific, a connected TV advertising platform designed to automate ad buying. Shortly after, it named TvScientific CEO Jason Fairchild as general manager of its programmatic and affiliate operations. Last May, Pinterest hired Chip Jessop, Amazon's former director of global accounts and North America ad tech sales, as its first head of programmatic.

What did the Moroccanoil test prove?

Pinterest published concrete numbers from a June campaign by beauty brand Moroccanoil, which used a deal enabled by Magnite via Amazon Ads to add Pinterest to an existing campaign.

The results, according to the company:

• 15% higher incremental reach, with only 1% audience overlap
• 63% more new-to-brand buyers among consumers whose purchase paths included Pinterest
• A 20% higher click-through rate than the brand's average video and display campaigns

The low overlap figure is the strategic point: Pinterest argues its audience adds reach that other channels do not duplicate.

How does the technology work?

Programmatic Deals is designed to bring Pinterest ad inventory to enterprise marketers through their existing workflows across planning, buying and measurement. Magnite serves as the primary supply-side partner, providing the technology that connects Pinterest's ad inventory and audience signals to buying platforms.

Pinterest's inventory is also part of Magnite Orchestration, an AI-driven coordination layer introduced in June that lets media buyers connect their AI agents to Magnite's seller agent. In Latin America and Asia Pacific, Pinterest named Google Ad Manager as a supply-side partner.

The Amazon Ads relationship is not new. Pinterest tapped Amazon Ads as its first partner for third-party ads in 2023.

What scale does Pinterest offer buyers?

The platform reports 640 million monthly active users and more than 80 billion monthly searches, with over half of those searches commercial in intent, according to details shared by the company. Pinterest has also added Visual Search Ads, a performance feature that places advertisers within search results and Pin closeups.

What comes next?

The financial backdrop matters. Pinterest reported Q2 revenue of $1.18 billion, an 18% year-over-year increase, per an earnings statement. Its Q3 earnings release is scheduled for Oct. 29 after market close, three days after the Programmatic Deals launch. The timing suggests Pinterest will frame its programmatic push as a growth driver for the quarters ahead, with the TvScientific acquisition positioned as the foundation for a unified programmatic solution spanning search, social and CTV.