Pinterest Throws Its Ad Inventory Open to Amazon, Google and Yahoo's Buying Platforms
TL;DR: Pinterest has opened its display and video inventory to outside demand-side platforms - Amazon DSP, Google DV360, Yahoo and DeepIntent - through newly general-available Programmatic Deals, a bid to reignite growth as quarterly revenue guidance slips from 18% to 13-15%, though Europe is excluded for now.
Pinterest opens the garden gate
On 26 October, Pinterest made Programmatic Deals generally available, letting advertisers buy its display and video inventory through private marketplaces and preferred deals via outside demand-side platforms for the first time. The launch partners are Amazon Ads' DSP, Google Display and Video 360, Yahoo DSP and DeepIntent, with Magnite as the primary supply partner.
For a platform that has largely kept buying inside its own walls, this is a meaningful opening. Advertisers can now fold Pinterest into the same programmatic workflows they already use for the open web, rather than treating it as a separate manual buy.
Why now: growth is cooling
The timing is not accidental. Pinterest has guided to 13-15% revenue growth for the quarter, down from 18% in Q2. Opening inventory to third-party demand is a classic lever to pull when owned-and-operated growth slows: let more buyers reach your audience, on their terms.
It also reflects where budgets live. Ad dollars increasingly flow through a handful of big DSPs, and platforms that want a share have to meet that demand where it already sits rather than asking advertisers to log into yet another console.
The catches advertisers should note
Two caveats matter. First, access runs through Pinterest sales reps, not self-serve, so this is aimed at larger programmatic buyers for now. Programmatic guaranteed remains in testing, and pricing, fees and floors were not disclosed.
Second, and critically for our readers: Europe is excluded, with no reason or timeline given. UK and EU advertisers cannot yet buy Pinterest this way, so for now it is a story to watch rather than act on - but a strong signal of where Pinterest's monetisation is heading.
What businesses should do
If you are a larger advertiser in the three live regions (North America, Latin America and Asia Pacific), test Pinterest as an addressable, lower-funnel-adjacent audience inside your existing DSP, with tight deal-level controls while measurement matures. The only case study so far had no baseline or control, so treat early numbers with caution.
For UK brands, the move is a reminder to keep Pinterest in the plan as a high-intent, visual-discovery channel - and to be ready to scale programmatic buying the moment European access opens.
Quick FAQ
What are Pinterest Programmatic Deals?
A way to buy Pinterest's display and video inventory through outside DSPs via private marketplaces and preferred deals. They became generally available on 26 October 2026, with programmatic guaranteed still in testing.
Which DSPs can buy Pinterest inventory now?
Amazon Ads DSP, Google Display and Video 360, Yahoo DSP and DeepIntent, with Magnite as the main supply partner. Access is via Pinterest sales reps rather than self-serve.
Can UK and European advertisers use it?
Not yet. The rollout covers North America, Latin America and Asia Pacific, with Europe excluded and no timeline given.
When a platform opens its inventory to outside DSPs, it is usually telling you growth has cooled - and Pinterest's guidance confirms it. For advertisers that is good news: more ways to buy a genuinely high-intent audience. Just do not let 'new' do the selling. Demand a baseline and a control group before you scale. - Daniel Nikolla, Founder of Merx Marketing
Pinterest opening to outside DSPs makes a high-intent audience easier to buy - but with Europe excluded and no disclosed pricing, UK advertisers should plan now and act when access lands.
If Pinterest became fully buyable through your existing DSP tomorrow, would you know what an incremental customer from it is worth?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Adweek, PPC Land.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
