Pinterest Expands Programmatic Footprint to Capture Enterprise Media Spend

Pinterest is making a concerted effort to integrate more deeply into the standard workflows of enterprise media buyers with the global launch of “Programmatic Deals.” This initiative, announced on October 26, 2026, marks a significant shift in how the platform surfaces its display and video inventory to advertisers, moving away from siloed purchasing models toward a more automated, integrated buying experience.

By enabling programmatic access, Pinterest is positioning itself to compete more effectively for a larger share of digital media budgets. Industry forecasts suggest that programmatic buying will account for nearly three-quarters of total open-internet advertising revenue by the end of 2026. For Pinterest, which boasts a user base of 640 million monthly active users and a high volume of commercial-intent searches, this transition is intended to lower the barriers to entry for brands seeking to tap into its audience through existing demand-side platforms (DSPs).

The infrastructure behind this rollout leverages key partnerships to ensure technical compatibility. Magnite has been tapped as the primary supply-side partner, providing the connective tissue between Pinterest’s inventory and various buying platforms. This integration also allows advertisers to utilize “Magnite Orchestration,” an AI-driven layer designed to streamline coordination between seller and buyer agents. In specific markets across Latin America and Asia Pacific, Pinterest has additionally enlisted Google Ad Manager to facilitate supply-side operations.

On the demand side, Pinterest is opening its inventory to several major platforms, including Amazon Ads DVA+, Google Display & Video 360, and Yahoo DSP. This multi-channel approach is designed to meet marketers where they already operate, allowing for more seamless campaign planning, execution, and measurement. The move follows a period of aggressive internal restructuring, including the appointment of Chip Jessop—formerly of Amazon Ads—as the company’s first head of programmatic, and the strategic acquisition of the connected TV advertising firm TvScientific earlier this year.

Early performance data suggests that this programmatic shift is yielding tangible results for brands. In a test campaign conducted in June, the beauty brand Moroccanoil utilized these programmatic channels to extend its reach. The campaign reportedly achieved 15% higher incremental reach with minimal audience overlap compared to traditional buying methods, while also driving a 63% increase in new-to-brand customers. Furthermore, the brand saw a 20% lift in click-through rates compared to its historical averages for video and display assets.

This initiative is the latest in a series of moves by Pinterest to modernize its advertising suite. By aligning its inventory with the broader programmatic ecosystem, the platform is attempting to bridge the gap between social discovery and performance-driven media buying. As Pinterest continues to refine its ad performance tools—including its recent focus on visual search advertising—the ability to automate the procurement of its high-intent inventory will likely remain a centerpiece of its strategy to capture enterprise-level marketing investment.