Pinterest Programmatic Deals: What Media Buyers Gain

Pinterest Programmatic Deals is a new way to buy Pinterest display and video inventory from the demand-side platform an advertiser already uses, instead of setting campaigns up separately in Pinterest's own ads manager. It launched on October 26, 2026 in North America, South America and Asia Pacific, with Magnite as the primary supply-side partner. Pinterest now fits into the same buying workflow as the rest of the plan.

What changes with Pinterest Programmatic Deals?

Until now, most Pinterest spend ran through Pinterest's native tools. The new product moves the buying point into major DSPs, so Pinterest becomes one more line in a unified plan rather than a separate operation (Marketing Dive, October 26, 2026).

Role	Partner
Primary supply-side partner	Magnite
Supply partner in Latin America and APAC	Google Ad Manager
Demand-side partners	Amazon Ads DVA+, Google Display & Video 360, Yahoo DSP
Launch regions	North America, South America, Asia Pacific

Magnite supplies the technology that connects Pinterest inventory and audience signals to buying platforms. Pinterest inventory is also part of Magnite Orchestration, the AI coordination layer Magnite introduced in June, which lets buyers' AI agents work with Magnite's seller agent.

How did the early test perform?

Beauty brand Moroccanoil added Pinterest to an existing June campaign through a Magnite deal bought via Amazon Ads. Pinterest reported three outcomes:

1. 15% higher incremental reach, with only 1% audience overlap
2. 63% more new-to-brand buyers among consumers whose purchase path included Pinterest
3. A click-through rate 20% above the brand's average for video and display campaigns

Pinterest says it reaches 640 million monthly active users and handles more than 80 billion searches a month, over half of them commercial. Second-quarter revenue was $1.18 billion, up 18% year over year, and third-quarter results are due October 29.

Why is Pinterest pushing programmatic now?

Madison and Wall forecasts that programmatic buying will account for 74% of open-internet digital ad revenue in 2026. Pinterest closed its acquisition of CTV ad automation platform TvScientific in February and put its CEO in charge of programmatic and affiliate operations. The stated aim is one programmatic offer spanning search, social and connected TV.

Takeaways for marketers

BestPartner's read: the bigger shift is in process, not inventory. When Pinterest no longer needs a separate setup, it becomes easier to add high-intent search inventory to reach campaigns.

• Confirm deal availability in your own DSP seat before planning; the announcement does not list individual countries.
• Report overlap with Meta and YouTube audiences so incremental reach is measured, not assumed.
• Align holiday creative with search behavior covered in Pinterest Holiday Guide: Prepare Before Late November.
• Treat the Moroccanoil figures as a vendor case study and validate with a small incrementality test.

Source: Marketing Dive