Pinterest is making its display and video inventory available through the programmatic buying systems advertisers already use. The move gives buyers access to Pinterest inventory through Amazon Ads DVA+, Google Display & Video 360 and Yahoo DSP, with Magnite serving as the main pipe.
Pinterest has opened Programmatic Deals across North America, South America and Asia Pacific after testing the setup with agencies and brands since early this year.
Pinterest is moving closer to the media plan
The practical change is simple. Buyers can transact Pinterest’s display and video inventory through private marketplaces and preferred deals instead of treating the platform as a separate buying destination. Pinterest also tested programmatic guaranteed deals, suggesting the company is exploring more predictable ways to package and sell its supply.
That matters because media buyers tend to follow workflow. If inventory is available inside the systems where budgets are already planned, compared and activated, it becomes easier to include Pinterest in broader campaigns. The platform does not need to convince every buyer to adopt a new process. It can make itself easier to add to an existing one.
The bigger signal is access, not novelty
For Pinterest, this is also a demand-generation move. Adweek notes that the company guided to third-quarter revenue growth of 13% to 15%, below the 18% growth it reported in the second quarter, when revenue reached $1.18 billion.
Programmatic access will not solve that pressure by itself. It does, however, widen the path between Pinterest’s audience and the budgets already moving through major ad-buying platforms. For marketers, the implication is less about a new ad format than a lower-friction way to test Pinterest as part of a wider video and display plan.
The strategic consequence is clear: Pinterest is making its inventory behave more like standard media supply, because being easier to buy may matter as much as being distinctive to use.