Pinterest expands programmatic access through Index Exchange and Criteo

The visual discovery platform Pinterest is expanding its programmatic advertising capabilities through new partnerships with Index Exchange and Criteo, marking a significant shift in its advertising strategy. According to CMO TLDR, these integrations were recently added to Pinterest's ads.txt file, indicating an expansion of its programmatic ecosystem.

The first sign of this strategic move appeared on November 28th, 2024, when Index Exchange was added to Pinterest's ads.txt file. This was followed by Criteo's entry on January 25th, 2025, as evidenced by snapshots from the Internet Archive's Wayback Machine. The implementation of these partnerships comes at a time when programmatic advertising continues to mature as a cornerstone of digital advertising.

The technical implementation involves specific configurations in Pinterest's ads.txt file. The platform's current ads.txt includes entries for both Index Exchange and Criteo with their respective publisher IDs and relationship designations. According to the IAB Tech Lab's ads.txt specification version 1.1, these entries formally authorize these companies to sell Pinterest's advertising inventory.

The business implications of this development are substantial for advertisers. By integrating with Index Exchange and Criteo, Pinterest has effectively broadened access to its inventory through a wider range of demand-side platforms (DSPs). This expansion creates multiple pathways for advertisers to reach Pinterest's user base through programmatic channels.

For the advertising technology ecosystem, this move represents a validation of programmatic advertising's importance in premium publishing environments. Pinterest's decision to partner with established programmatic players demonstrates confidence in programmatic advertising as a reliable monetization channel. The integration follows the IAB Tech Lab's standardized approach for authorized digital sellers, ensuring transparency and trust in the advertising supply chain.

The timing of these partnerships is particularly noteworthy within the context of the digital advertising landscape. Pinterest's move aligns with broader industry trends toward programmatic efficiency and scale. The sequential addition of partners - first Index Exchange, then Criteo - suggests a measured approach to expanding programmatic capabilities.

From a technical perspective, the implementation leverages the ads.txt standard created by the IAB Tech Lab. This protocol, initially developed in 2017, provides a standardized method for publishers to declare authorized sellers of their inventory. Pinterest's implementation includes both direct and reseller relationships, indicating a comprehensive approach to programmatic partnerships.

The current status of Criteo's integration shows some interesting nuances. While Criteo appears in Pinterest's ads.txt file as of January 25th, 2025, it is not yet listed in Pinterest's app-ads.txt file. This detail suggests a phased approach to the partnership's implementation, with web inventory taking priority over in-app inventory.

Looking ahead, these partnerships position Pinterest for increased competition and potential revenue growth in its advertising business. The presence of major programmatic partners typically leads to greater demand for advertising inventory, which can contribute to more efficient pricing and higher fill rates.

For the broader programmatic advertising ecosystem, Pinterest's expansion sends a clear signal about the continued evolution of premium programmatic partnerships. As a significant player in the visual discovery space, Pinterest's moves often indicate broader industry trends. The careful implementation of these partnerships, following established industry standards, demonstrates a commitment to responsible growth in programmatic advertising.

The technical framework established through these partnerships creates a foundation for future expansion. As Pinterest's programmatic capabilities mature, the platform may add more supply-side platforms (SSPs) to its authorized seller list, further diversifying access to its inventory.