Pinterest Introduces Programmatic Buying for Video, Display Inventory
Magnite and Google Ad Manager will serve as SSP partners for the new capability.
Pinterest announced Monday that it has opened up programmatic buying for select display and video inventory in a handful of global markets.
The new Programmatic Deals solution is now available in the North America, South America and Asia-Pacific regions, according to the company’s announcement. It enables programmatic buying via Magnite as the primary supply-side partner, while Google Ad Manager is also an SSP partner in Latin America and Asia-Pacific.
On the demand side, Pinterest inventory will be available for purchase through platforms including Amazon Ads DVA+, Google Display and Video 360, Yahoo DSP and DeepIntent.
The company’s advertising guidelines broadly allow for health and pharma ads with Pinterest approval, depending on country-specific regulations, though certain products and services in the category are prohibited from using lead ads.
The expansion of Programmatic Deals comes after months of testing. According to the company, one test of the programmatic capabilities saw a June 2026 Moroccanoil campaign deliver 15% incremental reach with only 1% audience overlap, as well as 63% more new-to-brand buyers among users with purchase paths that included Pinterest, and a 20% higher click-through rate than the brand’s average video and display campaigns.
Highlighting the potential of programmatic buying for advertisers, Pinterest noted in the release that its platform now counts 640 million monthly active users who conduct more than 80 billion searches per month, the vast majority of which are unbranded.
“Pinterest captures the moment when people are figuring out what they want to try, buy or do next. Programmatic Deals put that intent to work for enterprise advertisers across the media systems they already use, helping brands turn inspiration into conversion, now at scale,” Jason Fairchild, general manager of programmatic & affiliate at Pinterest, said in the announcement.
solli’s Final Thoughts
For pharma marketers, Pinterest’s programmatic expansion opens up another way to reach consumers during moments of active discovery and consideration.
Integration with established demand-side platforms could make the channel easier to incorporate into broader media plans. Simultaneously, Pinterest’s approval requirements and country-specific rules will still demand careful compliance review.
The solution’s value will ultimately depend on whether advertisers can translate high-intent engagement into measurable health outcomes without sacrificing brand safety or regulatory rigor.
