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Pinterest introduces new programmatic buying partnership

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Pinterest introduces new programmatic buying partnership

The deal will make ads on the platform available via a range of third-party exchanges, including those run by Yahoo, Amazon and Google.

Pinterest is making its ad inventory more broadly available via a new programmatic buying partnership that will make Pinterest ad inventory available across a range of third-party ad platforms.

Facilitated by Magnite, Pinterest ads will now be available via multiple ad exchanges, including Yahoo DSP, Amazon Ads DVA+ and Google Display and Video 360. That will see more ads flowing into Pinterest’s system, while also showing more advertisers the results that Pinterest can drive for their business.

As explained by Pinterest: “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 other words, programmatic ad buyers can include Pinterest ad placements in their broader ad sets. The system will display their ads in relevant Pinterest placements without the need for Pinterest-specific campaigns.

This could be a valuable expansion for Pinterest, and it also offers an opportunity for the company to demonstrate the platform’s promotional value to potential ad partners.

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



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