Pinterest opens Programmatic Deals to Amazon, Google and Yahoo DSPs

Pinterest made Programmatic Deals generally available on 26 October 2026, so enterprise advertisers can now buy selected Pinterest display and video inventory through demand-side platforms they already use: Amazon Ads DVA+, Google Display and Video 360, Yahoo DSP and DeepIntent. Pinterest lists the launch regions as North America, South America and Asia Pacific. It does not name individual countries, Europe is not on the list, and access runs through a Pinterest sales representative rather than a self-serve setting.

What Pinterest announced on 26 October 2026

In a post on the Pinterest Newsroom dated 26 October 2026, Pinterest said it was moving into "its next phase of programmatic" and announced general availability of Programmatic Deals "in select global markets." The stated purpose has two sides. For advertisers, it is another way to include Pinterest in broader media plans. For Pinterest, the post says the product broadens potential demand for its inventory.

The mechanics are short to describe. Programmatic Deals let an advertiser buy selected Pinterest display and video inventory alongside the rest of a campaign, through supply-side platform (SSP) and demand-side platform (DSP) partners. Pinterest frames this as bringing its inventory into the planning, buying and measurement workflows that enterprise marketers already run. In practice, that means a buyer who plans open-web display and video in a DSP can add Pinterest placements in the same tool instead of building a separate campaign in Pinterest Ads Manager.

The closing line of the announcement is the operational detail most buyers will need: Programmatic Deals "are currently available in North America, South America and Asia Pacific," and advertisers can learn more by contacting their Pinterest sales representative.

The partners: who supplies the inventory and who buys it

The announcement names partners on both sides of the trade. The lead-in below sets out who does what, using only the roles Pinterest itself gives each company in the 26 October 2026 post.

Magnite as the main pipe

Pinterest says Magnite "serves as the primary supply-side partner to enable programmatic activation," and provides the technology that connects Pinterest's inventory and audience signals to buying platforms. Pinterest inventory is also part of Magnite Orchestration, which the post describes as a coordination layer where buyer and seller agents can discover, evaluate, package, activate and optimize inventory. Sean Buckley, President, Revenue and Market Strategy at Magnite, said in the post that beyond connecting DSPs to Pinterest's on-site inventory, Magnite can help extend the value of Pinterest's intent signals across the open web.

Google Ad Manager in Latin America and Asia Pacific

One sentence in the announcement matters most for this region. Pinterest says that "in Latin America and Asia Pacific, Pinterest also works with Google Ad Manager on its supply-side," expanding programmatic access to its inventory there. So Asia Pacific has two supply routes named in the post: Magnite, and Google Ad Manager. Pinterest does not say which route serves which country.

The four DSPs

On the buying side, Pinterest names Amazon Ads DVA+, Google Display and Video 360 (DV360), Yahoo DSP and DeepIntent. Amazon Ads, the post says, builds on a previously announced partnership with Pinterest to bring third-party ad demand to the platform. Marta Martinez, Managing Director, Google Marketing Platform, said DV360 gives advertisers a unified buying platform to reach Pinterest's audiences, with full-funnel measurement. The list in the post uses the word "including," so it is a list of named partners rather than a promise that no other DSP will ever be added.

Deal types and test history, according to Adweek

Pinterest's own post does not spell out the deal types. Adweek, reporting on the launch, said buyers can transact through private marketplaces and preferred deals in the four DSPs, and that Pinterest said it is testing programmatic guaranteed deals. Adweek also reported that Pinterest had tested the setup with agencies and brands since early 2026, and that the company had guided to third-quarter revenue growth of 13% to 15%, down from 18% in the second quarter. Those details come from Adweek's reporting, not from the Pinterest announcement, and Pinterest's post does not repeat them.

For a buyer, the distinction between deal types matters in practice. A private marketplace deal is an invitation-only auction, a preferred deal gives a buyer first look at a fixed price, and programmatic guaranteed reserves volume in advance. If Adweek's account holds, the guaranteed option is not yet generally available, so a brand that needs locked-in delivery should ask its Pinterest representative what is open in its market before planning around it.

The Moroccanoil case study, and how to read it

Pinterest offers one customer result. In a June 2026 campaign, 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. Pinterest says the campaign combined Amazon's first-party lifestyle and in-market audiences with Pinterest's contextual beauty targeting.

The reported outcomes were 15% incremental reach with 1% audience overlap, 63% more new-to-brand buyers among users whose purchase paths included Pinterest, and a 20% higher click-through rate overall than the brand's average video and display campaigns.

The footnote on the newsroom page attributes these figures to Amazon internal data for 1 to 30 June 2026 and states that the results are specific to this campaign and not indicative of future performance. Three further limits are worth noting before anyone quotes the numbers in a pitch:

• The case ran in June 2026, before general availability, so it reflects the test phase rather than the launched product.
• The post does not say what the 63% figure is compared with, or which two audiences the 1% overlap measures.
• The 20% click-through figure is for the whole campaign against the brand's own average, not for Pinterest placements against a control group. Spend, impressions and market are not given.

Pinterest's audience claims

Pinterest uses the announcement to restate its audience figures. It says it reaches a record 640 million monthly active users and more than 80 billion searches each month, more than half of which are commercial, and that more than 96% of text searches are unbranded. The post's footnotes cite Pinterest internal data for Q2 2026 for the user and search figures, and attribute the 96% figure to a Pinterest calculation based on the top 1,000 searches globally in June 2023. The commercial argument Pinterest makes is that unbranded searches signal people who have not yet decided what to buy, which it calls "pre-decisional intent."

One caution: the 640 million figure is Pinterest's global user count. Europe is not among the listed launch regions, and Pinterest does not say how many of those users sit inside the three launch regions or inside the inventory that is sold this way.

What the announcement does not say

A news post is defined as much by its gaps as by its claims, and this one leaves several questions open. Buyers should treat each of these as unknown until Pinterest or a partner confirms it in writing:

• Countries.: Pinterest names regions, not countries. There is no country list for Asia Pacific.
• Europe.: Europe is not among the listed regions. Pinterest gives no reason and no date.
• Placements.: The post says "selected" display and video inventory without listing which surfaces are included.
• Pricing.: Floors, pricing and minimum commitments are not published.
• Signals.: Pinterest and Magnite refer to "audience signals" and "intent signals" but do not say which signals travel with a bid request.
• Other DSPs.: Only four DSPs are named. Whether others can access the deals is not stated.

Why the DSP route changes planning

Buying Pinterest inside a DSP changes three practical things for an enterprise media team, and the following points are analysis of the mechanism rather than claims from Pinterest.

First, frequency and reach. When Pinterest placements sit in the same DSP as other display and video, the buyer can manage frequency and deduplicate reach across the whole plan, within whatever limits the DSP applies to this inventory. That is the logic behind the "incremental reach" framing in the Moroccanoil case.

Second, audiences. In the Moroccanoil example, Amazon's first-party audiences were paired with Pinterest's contextual targeting. A DV360 buyer would bring a different set of audience tools. What can be layered onto Pinterest inventory will depend on the DSP and on which signals Pinterest passes, which the post does not detail.

Third, measurement. Results from a DSP buy are reported in the DSP and in whatever attribution set-up the advertiser already uses. Teams that judge Pinterest by its own reporting today will need to agree on which numbers count before comparing the two routes. A clean analytics base helps here; RA's GA4 migration and analytics service covers that groundwork.

What this means for Thai marketers

Asia Pacific is one of the three named regions, and Google Ad Manager is named as a supply partner for Asia Pacific. That is as far as the source goes. Pinterest does not list Thailand or any other Asia Pacific country, so whether Programmatic Deals can be bought for Thai audiences is not stated in the announcement. Do not plan a Thai campaign on the assumption that it is.

The practical step for a Thai brand or agency that already buys through DV360 or Amazon DSP is to ask the Pinterest sales contact, in writing, three things: whether Thailand is covered, which deal types are open, and which DSP seats can access the deals. If the answer is yes, Pinterest can be tested as one more line in an existing programmatic plan, which suits retail, beauty and home brands whose shoppers research before they buy. RA's social ads team can scope that test, and for online stores the ecommerce marketing service covers how a Pinterest line fits alongside marketplace and search spend.

FAQ

Is Pinterest Programmatic Deals available in Thailand?

Pinterest has not said. The 26 October 2026 announcement lists Asia Pacific as an available region but names no individual countries, so Thai availability is not stated by the source and should be confirmed with a Pinterest sales representative.

Which DSPs can buy Pinterest inventory?

Pinterest names four: Amazon Ads DVA+, Google Display and Video 360, Yahoo DSP and DeepIntent. Magnite is the primary supply-side partner, and Google Ad Manager also handles supply in Latin America and Asia Pacific.

Can I set up Pinterest Programmatic Deals myself?

No, the announcement points advertisers to their Pinterest sales representative. It is aimed at enterprise advertisers, and there is no self-serve sign-up described in the post.

Why is Europe not included?

Pinterest does not give a reason. The announcement lists North America, South America and Asia Pacific, and says nothing about Europe or about a timeline for it.

Do I need to change my current Pinterest Ads campaigns?

No, nothing in the announcement changes existing Pinterest Ads Manager campaigns. Programmatic Deals are an additional buying route through DSPs, not a replacement.

The bottom line

Pinterest has opened its display and video inventory to four major DSPs in three regions, with Magnite as the main supply partner and Google Ad Manager covering supply in Latin America and Asia Pacific. The figures it offers come from one test-phase campaign, and the important commercial details, country coverage, placements and pricing, are not public yet. For Thai advertisers the answer today is to ask before planning. If you want help working out whether a Pinterest line belongs in your programmatic or social mix, talk to RA's social advertising team.