Observed Signal · Oct 26, 2026 · Product Launch · Source: Adweek · Impact: 4/5 · Sentiment: Positive
Pinterest Opens Inventory to Programmatic Buyers via Magnite
Pinterest has launched the general availability of Programmatic Deals for display and video inventory across North America, South America, and Asia-Pacific, enabling advertisers to transact via private marketplaces and preferred deals through Amazon Ads, Google Display & Video 360, and Yahoo DSP. This marks a shift from requiring custom-built campaigns, opening demand to a wider programmatic buyer base. Magnite serves as the primary supply-side platform, with Google Ad Manager supporting supply in Latin America and Asia-Pacific. The company reports 640 million monthly active users and over 80 billion monthly searches. A campaign for Moroccanoil achieved 15% incremental reach with only 1% audience overlap and a 63% increase in new customers. Pinterest also guided Q3 revenue growth of 13-15%, down from 18% in Q2, and is testing programmatic guaranteed deals.
This is a significant move by Pinterest, a major social platform, to open its inventory to programmatic buyers, potentially increasing its ad revenue and expanding the programmatic advertising ecosystem. The involvement of major DSPs (Amazon, Google, Yahoo) and Magnite as SSP highlights its industry impact.
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Key Takeaways & Evidence Grounding
- Pinterest announced general availability of Programmatic Deals in North America, South America, and Asia-Pacific.
- Advertisers can transact via Amazon Ads, Google Display & Video 360, and Yahoo DSP through private marketplaces and preferred deals.
- Magnite is the primary supply-side partner, with Google Ad Manager supporting supply in Latin America and Asia-Pacific.
- Pinterest has 640 million monthly active users and over 80 billion monthly searches, and a Moroccanoil campaign achieved 15% incremental reach with 1% overlap and 63% new customers.
- Pinterest guided Q3 revenue growth of 13-15%, down from 18% in Q2; programmatic guaranteed deals are being tested.
Connected Companies & Entities
5 Entities mapped“Pinterest is the subject of the article, announcing the opening of its programmatic inventory.”
“Magnite is the primary supply-side platform (SSP) through which Pinterest's inventory is sold programmatically.”
“Amazon Ads is one of the DSPs where advertisers can transact Pinterest inventory via private marketplaces.”
“Google Display & Video 360 (DV360) is one of the DSPs where advertisers can transact Pinterest inventory.”
“Yahoo DSP is one of the DSPs where advertisers can transact Pinterest inventory.”
Ontology Mapping & Concepts
Related Market Signals & Shifts
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Pinterest launches CTV audience extension
Pinterest has launched a CTV audience-extension product that makes its first-party audience signals available for connected TV campaigns via its acquired CTV performance platform tvScientific. The acquisition was first announced in December 2025 and completed in February 2026. Pinterest says the integration brings its 600 million monthly active users and commercial intent signals to the “biggest screen in the house,” enabling advertisers to run outcome-driven CTV campaigns. The company cites early test results of a 27% uplift in outcomes per $100 spent and a 65% uplift in purchases when combining Pinterest signals with tvScientific. Pinterest positioned the move as a push into measurable, performance-focused CTV; prior reporting noted the product supports deterministic and probabilistic targeting and involves partnerships with major SSPs. Executives quoted include Lee Brown (Pinterest) and Jason Fairchild (tvScientific by Pinterest).
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Pinterest Reaches 661M Users, Revenue Up 12%
Pinterest reported Q3 2026 revenue of $1.17 billion, up 12% year-over-year, and reached a record 661 million monthly active users, a 10% increase. Net income fell sharply to $22 million from $92 million, while adjusted EBITDA rose 11% to $339 million. The company highlighted growth in international markets, with users outside North America and Europe up 13% to 394 million. Advertising revenue grew 14% in the US and Canada to $894 million, while Europe stagnated at $193 million with average revenue per user declining 7%. Pinterest is focusing on AI-powered visual search and personalized shopping experiences to drive ad growth. For Q4 2026, the company forecasts revenue between $1.425 billion and $1.475 billion.
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