Pinterest takes programmatic ads to four DSPs through Magnite
Pinterest opens selected video and display inventory to major DSPs through Magnite, with early campaign results that merit careful testing.
Pinterest is making its display and video ads available to enterprise advertisers through four established demand-side platforms. Instead of buying only through Pinterest's native advertising routes, media teams can now add selected Pinterest placements to broader programmatic campaigns managed in familiar tools.
The company's October 26 announcement made Programmatic Deals generally available in North America, South America and Asia Pacific. Magnite is the main supply-side partner, while Amazon Ads DVA+, Google Display & Video 360, Yahoo DSP and DeepIntent provide routes for buyers. The change is about access to inventory rather than a new ad format.
Table of contents
Jump to each section:
- How Pinterest enters existing programmatic workflows
- Moroccanoil test points to incremental reach
- Why Pinterest is widening its ad buying routes
- What advertisers should verify before allocating spend
Key Takeaways
- Pinterest now offers selected video and display inventory through Amazon Ads DVA+, Google DV360, Yahoo DSP and DeepIntent.
- Magnite is the main supply-side partner, with Google Ad Manager also supporting Latin America and Asia Pacific.
- A single Moroccanoil campaign reported added reach, but Pinterest has not published pricing or country-level availability.
How Pinterest enters existing programmatic workflows
Programmatic Deals connect selected Pinterest placements to the systems enterprise teams already use for planning, bidding and measurement. Magnite links Pinterest's inventory and audience signals to participating buying platforms. The inventory is also part of Magnite Orchestration, its coordination layer for automated buying and selling agents.
In Latin America and Asia Pacific, Pinterest also works with Google Ad Manager on the supply side. On the demand side, advertisers can access eligible inventory through Amazon Ads DVA+, Google's Display & Video 360, Yahoo DSP and DeepIntent. Pinterest has not said every placement is available or explained the terms for each buying route.
Jason Fairchild, Pinterest's general manager of programmatic and affiliate, said Programmatic Deals put the company's intent signals to work "across the media systems they already use." That pitch matters operationally: teams managing cross-channel budgets gain an additional place to buy without building their plan around a separate Pinterest-specific workflow.
Moroccanoil test points to incremental reach
Pinterest highlighted a June campaign from beauty brand Moroccanoil, which added Pinterest to an existing premium video and display campaign through Amazon Ads and Magnite. Amazon's first-party lifestyle and in-market audiences were combined with Pinterest's contextual beauty targeting.
15% incremental reach and 1% audience overlap were reported for the Moroccanoil campaign. Pinterest also reported 63% more new-to-brand buyers among users whose purchase paths included Pinterest, and a 20% higher click-through rate than the brand's average video and display campaigns, according to Pinterest.
The results make a case for testing Pinterest as additional supply. They do not establish a general improvement for other brands, geographies or buying platforms. The new-to-brand figure describes users whose purchase paths included Pinterest; it is not proof that Pinterest alone caused the purchases.
The more actionable question for media planners is whether Pinterest reaches people who would otherwise be missed by an existing campaign. That requires an agreed measurement approach and an incremental-reach test rather than treating a vendor case study as a forecast.
Why Pinterest is widening its ad buying routes
This expansion follows Pinterest's broader push to connect discovery with performance advertising. In September, the company introduced Visual Search Ads to give advertisers a paid position in image-led search and Pin closeups. That change created a new placement inside Pinterest; Programmatic Deals instead expand where advertisers can purchase selected inventory.
Marketing Dive also notes that Pinterest acquired connected TV ad platform tvScientific in February and subsequently placed its CEO, Fairchild, in charge of programmatic and affiliate operations. The new distribution route fits that longer investment in automated media buying rather than standing alone as a one-off partnership.
640 million monthly active users and more than 80 billion monthly searches were reported by Pinterest, which says over half of those searches are commercial and more than 96% of text searches are unbranded, according to Pinterest.
Those audience figures explain why programmatic buyers might want another route into Pinterest. They are platform-level claims, however, not a measure of how many people an individual advertiser can reach through the selected programmatic inventory.
What advertisers should verify before allocating spend
Programmatic Deals are listed as available in North America, South America and Asia Pacific, but Pinterest has not published a country-by-country rollout list. Europe is not among the announced regions. The company directs interested advertisers to their Pinterest sales representative rather than outlining a public self-service onboarding path.
Buyers also need to ask which display and video placements are included, what buying and pricing terms apply, whether the necessary deal IDs are accessible through their DSP, and how audience overlap and conversions will be measured. No universal minimum spend or comparable cross-client results were included in the announcement.
For advertisers already working across Amazon Ads, Google DV360 or Yahoo DSP, the immediate value is the ability to evaluate Pinterest beside other media in one buying process. Whether that convenience translates into incremental business outcomes remains something to test, not something the launch itself settles.
