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On 26 October 2026, Pinterest made its Programmatic Deals for selected display and video ad inventory generally available. Large advertisers can now buy Pinterest inventory through their existing media buying systems. For German campaigns, the most important restriction is the starting regions: Pinterest names North America, South America and the Asia-Pacific region – not Europe.
What actually changes when buying
On the supply side, Magnite takes the role of the main supply-side partner (SSP). On the demand side, Pinterest names Amazon Ads DVA+, Google Display & Video 360 (DV360) and the Yahoo DSP. In Latin America and Asia-Pacific, Pinterest additionally uses Google Ad Manager as a sell-side partner. Adweek reports that private marketplaces, preferred deals and programmatic guaranteed are also possible transaction routes.
The main novelty is access via existing programmatic workflows: buying and measurement processes for different media can converge. This does not mean that all Pinterest ads or audience signals would be identically available through every DSP. Advertisers need to check terms, market approvals and available placements with each partner.
Already 2023 Pinterest opened its ad market to Amazon as the first third-party provider. The new announcement scales this approach to further buying systems.
What the Moroccanoil figures prove – and what they don't
As a practical example, Pinterest cites a Moroccanoil campaign from June 2026 via Amazon Ads and Magnite. According to the company, Pinterest delivered 15 percent additional reach with a 1 percent audience overlap. Among buyers whose purchase path included Pinterest, there was 63 percent more new-to-brand buyers. The benchmark for comparison is not sufficiently explained in the short case study. The click-through rate was reportedly 20 percent above the brand's previous average for video and display campaigns.
These are interesting campaign figures, but not an independently confirmed incremental revenue lift. The published example names no randomised control group. In particular, users whose purchase path included Pinterest were not automatically moved to buy by Pinterest. For budget decisions, holdout tests, consistent conversion windows and the audience actually reached therefore also matter.
Why Pinterest matters for the media mix
Pinterest currently reports 640 million monthly active users and more than 80 billion search queries per month. More than half of searches are said to be commercially driven, and over 96 percent of text searches contain no brand names. This is a different environment from a feed optimised purely for contacts or video views: users often search for ideas and products they have not yet decided on. These figures come from Pinterest and are not guaranteed campaign reach.
For context, it is worth looking at the existing Pinterest Visual Search Ads and the practical Pinterest Black Friday checklist. Unlike the new programmatic access, these offers concern the regular Pinterest advertising day to day. Even when buying through external DSPs, fees and transparency in media buying remain an important checkpoint.
What German marketing teams should do now
If you advertise in the US or other approved markets, you can align availability, deal type, targeting, measurement access and SSP/DSP costs directly with your media buying partner. For delivery exclusively in Germany, the announcement does not yet confirm any booking option. No date for Europe was given.
Sources: Official Pinterest announcement from 26 October 2026, Pinterest/Amazon agreement of 2023, Adweek report (partly paywalled).