Pinterest Opens Programmatic Deals to More Advertisers

Pinterest announced the general availability of Pinterest Programmatic Deals on October 26, opening selected display and video inventory to enterprise advertisers through established media-buying partners.

For agencies and performance teams, the change creates another route for including Pinterest in a wider campaign plan. Assessing its value means checking whether it adds useful reach and sales alongside existing channels.

Key Takeaways: Pinterest Programmatic Deals for Advertisers

• Broader buying access: Enterprise advertisers can buy selected display and video inventory through existing platforms in North America, South America, and Asia Pacific.
• Audience and discovery: Pinterest reports 640 million monthly active users, with more than 96% of text searches unbranded.
• Campaign example: Pinterest says Moroccanoil’s June 2026 campaign achieved a 20% higher click-through rate than the brand’s average video and display campaigns.
• Results need context: The Moroccanoil figure comes from a single company-selected campaign. Buyers should also assess incremental reach, conversion quality, and approved sales.

Buying Pinterest Inventory Through Existing Media Platforms

According to Pinterest’s announcement, Magnite is its primary supply-side partner. Google Ad Manager provides additional supply-side access in Latin America and Asia Pacific.

A supply-side platform, or SSP, helps a publisher make advertising space available to buyers. A demand-side platform, or DSP, lets advertisers buy placements across inventory sources. These platforms handle different sides of the transaction.

Buying platforms include Amazon Ads DVA+, Google Display & Video 360, Yahoo DSP, and DeepIntent. Advertisers interested in access should contact their Pinterest sales representative.

For teams already using these buying systems, the practical opportunity is to assess Pinterest within an existing media plan. Buyers should confirm the inventory, markets, and campaign requirements available to their account before allocating spend.

The update follows Pinterest’s earlier Visual Search Ads announcement. That initiative concerns sponsored visual-search placements; Programmatic Deals expands the buying route for selected display and video inventory.

What Pinterest’s Audience and Campaign Figures Show

Pinterest reports 640 million monthly active users, with more than 96% of text searches unbranded. The unbranded search figure suggests room for product discovery before a shopper chooses a brand. Advertisers still need to establish which audiences their campaigns reach and how much overlap exists with other activity.

Pinterest’s selected example is a June 2026 Moroccanoil campaign, bought through Amazon Ads with Magnite. It reported a 20% higher click-through rate than the brand’s average video and display campaigns.

That comparison measures click response in one campaign. Its commercial value still depends on advertising costs, conversions, and the quality of the resulting orders.

Measuring Pinterest Alongside Affiliate Activity

A shopper could discover a product on Pinterest, read an affiliate comparison, and later buy after a paid-search click. Those touchpoints may be recorded differently across systems, making shared customer journeys relevant to both media budgets and partner evaluation.

Before testing, advertisers and affiliate teams should agree on:

• Conversion definitions and attribution windows: Specify which actions count and how long after an impression or click a platform can record credit.
• Audience overlap and incremental reach: Check whether Pinterest reaches additional people and how much exposure duplicates existing campaigns.
• Approved commercial results: Reconcile orders with affiliate records and account for returns, cancellations, and commission validation.

A platform-attributed conversion follows that platform’s measurement rules. An affiliate-approved sale follows the program’s tracking, eligibility, and validation terms. Teams should compare these records before combining results.

Affiverse’s guide to measuring incrementality in affiliate marketing explains the further question of whether activity produces sales that would otherwise not have occurred. Additional reach alone cannot settle that question.

Our coverage of cross-channel measurement in Pinterest’s CTV business examines a separate initiative focused on connected television. Its integrations should be assessed separately from Programmatic Deals.

For budget decisions, the useful test is whether adding Pinterest improves the wider campaign’s commercial results after costs and overlapping activity are considered.