Pinterest today made Programmatic Deals generally available in North America, South America and Asia Pacific. The product puts selected Pinterest display and video inventory inside the demand-side platforms that large advertisers already use to buy the rest of their media. According to Pinterest, Magnite is the primary supply-side partner, Google Ad Manager handles supply in Latin America and Asia Pacific, and buyers can reach the inventory through Amazon Ads DVA+, Google Display and Video 360, Yahoo DSP and DeepIntent.

Europe is not on the list. Pinterest gives no date for European availability and no reason for leaving it out. Access is not self-serve either: advertisers are told to contact their Pinterest sales representative.

In Short

Pinterest now lets big advertisers buy some of its ad space through the same buying software they already use for websites, apps and streaming services, instead of only through Pinterest's own ad tools. That matters to brands and agencies that run their budgets inside tools like Amazon's and Google's, because Pinterest can now sit in the same plan and be measured next to everything else. The option is live in North America, South America and Asia Pacific but not in Europe, and Pinterest has not published prices or deal terms.

What Pinterest is selling

Programmatic Deals let advertisers buy selected Pinterest display and video inventory alongside the rest of their campaigns through supply-side platform and demand-side platform partners, according to Pinterest. The company says the aim is to bring "Pinterest's premium inventory and intent into the planning, buying and measurement workflows enterprise marketers already use."

Pinterest's own description has two parts. The first faces advertisers: Programmatic Deals give enterprise advertisers "another way to include Pinterest in broader media plans." The second faces Pinterest: the product is about "broadening potential demand for its inventory." More buyers competing for the same placements is the commercial logic, and the announcement says so in plain terms.

The word "selected" matters too. Pinterest does not say which placements are included: home feed, search results, related Pins or video slots. It does not say whether the inventory comes from the web, the apps or both, or whether formats such as shopping or carousel ads can be bought this way.

Jason Fairchild leads the effort. His title in the announcement is General Manager, Programmatic & Affiliate at Pinterest and CEO of tvScientific by Pinterest. Pinterest agreed to buy tvScientific, a connected TV performance platform, in December 2025, and Fairchild was its chief executive before the deal. The acquisition closed on February 17, 2026, for total consideration of $465.1 million, mostly in cash, Pinterest disclosed with its second-quarter results. Going by his titles, programmatic, affiliate and tvScientific's TV business now sit under one executive.

"Pinterest captures the moment when people are figuring out what they want to try, buy or do next. Programmatic Deals put that intent to work for enterprise advertisers across the media systems they already use, helping brands turn inspiration into conversion, now at scale," said Fairchild.

The supply side: Magnite and Google Ad Manager

Magnite as primary partner

Magnite "provides the technology that connects Pinterest's inventory and audience signals to buying platforms, giving buyers more choice in how they access Pinterest," according to Pinterest. The phrase "audience signals" is not defined. The announcement does not list which signals travel with a bid request, whether they are contextual (the topic of a board or search) or user-level, or how they are packaged for the buyer.

Sean Buckley, President, Revenue & Market Strategy at Magnite, went further than Pinterest's own text. "Pinterest offers a unique understanding of what people are interested in and what they may buy next," he said. "In addition to connecting DSPs to Pinterest's on-site inventory, Magnite can help extend the value of its intent signals across the open web. By combining those insights with our demand relationships, activation capabilities, and omnichannel publisher footprint, we can help buyers connect discovery with measurable results across more media environments."

That second sentence describes something beyond selling Pinterest's own ad slots. It points to Pinterest-derived intent being used to inform buying on other publishers' inventory sold through Magnite. Neither company explains how that would work, what data would leave Pinterest, in what form, or under which consent terms. Nor do they say whether it is live today or a possibility.

Magnite Orchestration and AI agents

Pinterest inventory is also part of Magnite Orchestration, which Pinterest describes as "a coordination layer that connects agents within a shared environment." Buyer and seller software agents can use it to discover, evaluate, package, activate and optimize inventory. Magnite launched Orchestration in beta on June 11, 2026 with dentsu and DIRECTV Advertising as partners. On September 16 it added inventory from ITN, Samsung Ads and iHeartMedia, though Magnite disclosed no transaction volumes, fees or general availability dates at the time.

Pinterest's post adds Pinterest to that list without detail. It does not say whether any Pinterest inventory has been bought by an agent, whether Pinterest runs its own seller agent, or whether agent-led purchases carry different pricing.

"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," according to Pinterest. Pinterest has worked with Google on ads before. It announced a partnership to show Google-powered ads on Pinterest in February 2024, alongside its fourth-quarter 2023 results, and chief executive Bill Ready pointed at the time to the gap between where Pinterest's users are and where its sales come from. Pinterest does not say whether today's Google Ad Manager arrangement grew out of that deal.

Pinterest earns far less per user in those markets. In the second quarter of 2026, Pinterest's average revenue per user was $8.30 in the US and Canada, $1.35 in Europe and $0.23 in the rest of the world, PPC Land reported in August. Rest-of-world revenue was $87.0 million, up 38%.

The geography in the announcement is not entirely consistent. Google Ad Manager is described as covering "Latin America," while availability is listed as "North America, South America and Asia Pacific." Mexico and Central America sit in Latin America but not in South America. Pinterest does not publish a country list, so it is unclear which supply partner serves which market.

The demand side: four named DSPs

Pinterest inventory can be bought through "leading demand-side platforms, including Amazon Ads DVA+, Google Display and Video 360, Yahoo DSP and DeepIntent," according to the newsroom post. The word "including" means the list is not closed. The copy of the announcement that Pinterest emailed to press on the day named only the first three; DeepIntent appears in the newsroom version. DeepIntent describes itself as "the leading healthcare demand-side platform." The header graphic on Pinterest's post shows logos for Magnite, Amazon Ads, Yahoo DSP, Display & Video 360 and Google Ad Manager.

What about The Trade Desk? It is not named, which may only mean it is not part of the launch list. Pinterest does not say.

Amazon

Pinterest names DVA+ rather than Amazon DSP. PPC Land reported on September 29 that DVA+ is a four-step display, video and audio campaign builder inside Amazon Ads Agent, running on Amazon's Brand+ and Performance+ products, and that it was then in an extended closed beta in the US. Amazon expected an open beta in late October and general availability across 35 markets in the first quarter of 2027. Pinterest does not say whether conventional Amazon DSP line items can also target the deals.

Amazon has bought Pinterest inventory before. On April 27, 2023, Pinterest named Amazon as its first third-party ad demand partner, with a rollout planned over several quarters. According to today's announcement, "Amazon Ads builds on its previously announced partnership with Pinterest to bring third-party ad demand to the platform."

Google

Marta Martinez, Managing Director, Google Marketing Platform, supplied the Google quote. "Google's Display & Video 360 brings advertisers a unified media buying platform so they can reach Pinterest's high-quality audiences and get even more ROI from their Gemini-powered campaigns," she said. "It is a powerful connection that provides full-funnel measurement and reach for every step of the consumer journey, from search to discovery to checkout."

Neither Google nor Pinterest explains what "full-funnel measurement" means in practice for these deals: whose conversion data is used, which attribution model applies, or whether Pinterest's own measurement tools see DV360-bought impressions. Four days earlier, Martinez was quoted in a similar launch, when LinkedIn's CTV ads with job-title targeting became buyable in DV360 in the US.

The Moroccanoil campaign

Pinterest's one case study comes from a campaign that ran before general availability. In June 2026, Moroccanoil used a programmatic deal, enabled by Magnite and bought through Amazon Ads, to add Pinterest to an existing campaign that already ran across premium video and display placements, according to Pinterest. The campaign paired Amazon's first-party lifestyle and in-market audiences with Pinterest's contextual beauty targeting.

The reported results:

  • Reach: 15% incremental reach, with 1% audience overlap.
  • New customers: 63% more new-to-brand buyers among users whose purchase paths included Pinterest.
  • Clicks: a 20% higher click-through rate than the brand's average video and display campaigns.

Each number needs its context. The source is Amazon internal data for June 1 to 30, 2026, and Pinterest states that the results "are specific to this campaign and are not indicative of future performance." The 63% figure has no stated baseline. Pinterest does not say what it is compared against. The 1% overlap is not defined either: Pinterest does not say which two audiences were compared or how a person was matched across them. The 20% click-through figure applies to the whole campaign, not to Pinterest placements alone, and is measured against the brand's own average rather than a control group. Spend, impressions, market and sales figures are not given.

The timing is also telling. A programmatic deal was running for Moroccanoil four months before today's launch. Pinterest has had programmatic sellers in its supply chain for some time: Index Exchange appeared in Pinterest's ads.txt file on November 28, 2024, and Criteo on January 25, 2025, PPC Land reported. Neither is mentioned in today's announcement.

The audience figures behind the pitch

Pinterest backs the launch with three figures. It reaches "a record 640 million monthly active users" and handles "more than 80 billion monthly searches each month, more than half of which are commercial," based on internal Q2 2026 data. The 640 million figure matches what Pinterest reported for the second quarter on August 4, 2026, when revenue rose 18% to $1,179.7 million, as PPC Land covered. The 80 billion search figure is not new. Pinterest cited about 80 billion monthly searches as early as its third-quarter 2025 results.

The third figure is older still. "More than 96% of text searches are unbranded," Pinterest says, which it presents as evidence of "open, pre-decisional intent." According to Pinterest's footnote, that number was "calculated with the top 1,000 searches, Global, Jun 2023." It is more than three years old and covers the 1,000 most common queries, not all searches.

The 640 million users are not all reachable through Programmatic Deals. Europe accounted for 150 million monthly active users in the third quarter of 2025, and the region is not part of the launch.

How Pinterest got here

The programmatic push has been building for three years, mostly in steps disclosed on earnings calls or visible only in Pinterest's ads.txt file.

After the Amazon deal in 2023 and the Google partnership in 2024, Pinterest added programmatic sellers to its ads.txt. In November 2025, management said it was expanding programmatic access, with third-party demand filling gaps in its own auction and bringing budget pools that were large and new to Pinterest. On the same call, the company said some large US retailers had moderated ad spend because of tariff pressure on their margins.

In January 2026, Pinterest cut about 780 jobs, less than 15% of its workforce, to shift resources toward AI. With its first-quarter results in May, it said it was expanding retail media and programmatic partnerships to grow international monetization. By the second quarter, growth had slowed in Europe to 12%, and Pinterest's ad pricing rose only 1% while impressions grew 16%. The company guided third-quarter revenue to $1,190 million to $1,210 million, growth of 13% to 15%.

Programmatic Deals is the formal product to come out of that work. Pinterest's own wording, "broadening potential demand for its inventory," points at the pricing side of the equation. More bidders can mean higher prices per impression, though the announcement says nothing about pricing.

Why this matters for buyers and sellers

For large advertisers and agencies, the change is mostly about workflow. A buy inside Pinterest's own Ads Manager comes with Pinterest's reporting and Pinterest's frequency counting. Through a DSP, Pinterest becomes one more line item in a plan that also holds streaming TV, open web display and retail media. That allows frequency caps, audience segments and reporting to run across Pinterest and other channels in one place, at least in principle.

Pinterest follows a path other closed platforms have taken. Netflix opened its inventory to The Trade Desk, DV360 and Magnite in May 2024, and in July 2026 The Trade Desk added Netflix to a marketplace that required no private deal or minimum spend. LinkedIn's audience data reached DV360 last week. Each of those deals took the platform's inventory, or its data, into tools it does not control.

For the ad tech companies involved, the deal adds a large social platform to their supply. The publishers Magnite had named for Orchestration before today, DIRECTV Advertising, ITN, Samsung Ads and iHeartMedia, all sell TV, streaming or audio inventory. For Amazon, the Moroccanoil case shows its own audience data applied to Pinterest inventory inside its own buying tool.

Fees are not addressed. A buy through a DSP and an SSP adds two technology layers between the advertiser and Pinterest that a buy in Pinterest's own tools does not have. PPC Land reported in August 2025 that Amazon's DSP fees were about 1% against 12% to 15% at The Trade Desk, citing Needham analysis reported by The Wall Street Journal. Neither Pinterest nor Magnite discloses the take rate on Pinterest deals.

What the announcement does not say

Several details that buyers usually need before committing budget are missing.

Deal types. "Programmatic Deals" is a product name, not a deal structure. Pinterest does not say whether buyers get a private marketplace with floor prices, programmatic guaranteed volume at a fixed price, preferred deals, or some mix.

Prices and minimums. There are no CPMs, floor prices or minimum commitments in the announcement.

Placements and formats. The inventory is "selected," but the selection is not described.

Countries. The three regions are named; individual markets are not. No timetable for Europe, the Middle East or Africa is given.

Measurement. Pinterest does not explain how conversions from DSP-bought impressions are counted, or whether advertisers can use Pinterest tag and Conversions API data on these deals.

Data use. Magnite's statement about extending Pinterest's intent signals across the open web is not matched by any description of what data is shared, with whom, or on what legal basis.

The questions matter more for some buyers than others. A brand already buying through Pinterest Ads Manager gets a second route, with a different cost structure. A brand that has never bought Pinterest, because its planning runs entirely through a DSP, gets a first one.

Timeline

Summary

Who: Pinterest, with Magnite as primary supply-side partner, Google Ad Manager in Latin America and Asia Pacific, and Amazon Ads DVA+, Google Display and Video 360, Yahoo DSP and DeepIntent named as buying platforms. Jason Fairchild, General Manager, Programmatic & Affiliate at Pinterest, leads the product.

What: General availability of Programmatic Deals, which let enterprise advertisers buy selected Pinterest display and video inventory through outside demand-side platforms. Pinterest inventory is also part of Magnite Orchestration for AI agent buying. A June 2026 Moroccanoil campaign reported 15% incremental reach and a 20% higher click-through rate, based on Amazon internal data.

When: Today, with the Moroccanoil test running from June 1 to 30, 2026.

Where: North America, South America and Asia Pacific. Europe is not included, and no country list or European date has been published.

Why: Pinterest says the product gives large advertisers another way to include it in media plans and broadens demand for its inventory. It follows three years of smaller programmatic steps, slower growth in Europe and ad prices that rose only 1% in the second quarter of 2026. Pricing, deal types, placements and data-sharing terms were not disclosed.