Pinterest Opens Ads to Yahoo, Amazon and Google Exchanges

Pinterest is making ad inventory available through third-party exchanges including Yahoo, Amazon and Google, letting buyers include Pinterest placements without platform-specific campaigns. This changes how social media managers plan and measure Pinterest spend.

What happened

Pinterest has introduced a new programmatic buying partnership that makes its ad inventory available across a range of third-party ad platforms. The arrangement is facilitated by Magnite, and Pinterest ads will now be available via multiple ad exchanges, including Yahoo DSP, Amazon Ads DVA+ and Google Display and Video 360.

Pinterest explained: “Programmatic Deals let advertisers buy selected Pinterest display and video inventory alongside the rest of their campaigns through strategic supply-side platform (SSP) and demand-side platform (DSP) partners, bringing Pinterest’s premium inventory and intent into the planning, buying and measurement workflows enterprise marketers already use.” In practice, programmatic ad buyers can include Pinterest ad placements in their broader ad sets, and the system will display their ads in relevant Pinterest placements without the need for Pinterest-specific campaigns.

Pinterest said that Programmatic Deals are currently available in North America, South America and Asia Pacific. Interested advertisers can learn more by contacting a Pinterest sales representative.

Key facts

• Pinterest is making its ad inventory more broadly available via a new programmatic buying partnership.
• The partnership is facilitated by Magnite and includes Yahoo DSP, Amazon Ads DVA+ and Google Display and Video 360.
• Advertisers can buy selected Pinterest display and video inventory alongside other campaigns through SSP and DSP partners.
• Programmatic buyers can include Pinterest placements without creating Pinterest-specific campaigns.
• Programmatic Deals are currently available in North America, South America and Asia Pacific; interested advertisers can contact a Pinterest sales representative.

Our analysis

This change matters because it lowers the workflow barrier for advertisers who already manage spend through enterprise buying tools. Instead of treating Pinterest as a separate channel with its own campaign setup and measurement, a media buyer can add Pinterest inventory to existing programmatic deals. That likely shortens the path to testing Pinterest, especially for brands that allocate budget across multiple platforms and want consolidated reporting.

For Pinterest, the move is also a distribution play. By appearing inside Yahoo DSP, Amazon Ads DVA+ and Google Display and Video 360, Pinterest can show more advertisers the results it can drive for their business. The quote about bringing “premium inventory and intent” into existing workflows suggests the company wants to be evaluated alongside other video and display options rather than as a niche social buy.

Who is affected first are advertisers in North America, South America and Asia Pacific. Those regions can start including Pinterest placements now. Marketers in other regions may need to wait or work directly with a Pinterest sales representative, which could limit immediate adoption elsewhere.

What it means for operators

• Check whether your ad-buying team already uses Yahoo DSP, Amazon Ads DVA+ or Google Display and Video 360; if so, ask about adding Pinterest inventory through Programmatic Deals.
• Test Pinterest placements as part of broader display and video buys rather than building a separate Pinterest-specific campaign, which can reduce setup time and allow more direct performance comparison.
• For brands not currently active on Pinterest, use this moment to request benchmark data from a Pinterest sales representative before committing new budget.
• If you manage campaigns across multiple regions, confirm whether your target markets fall within North America, South America or Asia Pacific, because availability is currently limited to those areas.