What changed
Pinterest Programmatic Deals now generally available through SSP and DSP partners
When
Announced October 26, 2026
Who it affects
Pinterest, Magnite, Google, Amazon Ads DVA+, Yahoo DSP, DeepIntent
What to do
Ask your Pinterest rep for deal access and test a capped budget

Key takeaways

  • Pinterest Programmatic Deals went generally available on October 26, 2026 in North America, South America and Asia Pacific
  • Brands can buy Pinterest display and video through Amazon Ads DVA+, DV360, Yahoo DSP and DeepIntent
  • Pricing and placements are not public, so test with a capped budget and judge on new-to-brand sales

How Pinterest reached Amazon Ads buyers

  1. Amazon becomes first third-party ad demand partner

  2. Pinterest closes tvScientific acquisition

  3. Moroccanoil test bought via Amazon Ads

  4. Amazon puts DVA+ in US closed beta

  5. Programmatic Deals generally available

What Pinterest announced

In its newsroom post on October 26, Pinterest said Programmatic Deals are now generally available in select global markets, named as North America, South America and Asia Pacific. Advertisers can buy selected Pinterest display and video inventory alongside the rest of their campaigns, inside their existing planning, buying and measurement workflows. Pinterest did not publish a country list, and Europe is not included. Access is not self-serve: Pinterest tells advertisers to contact their Pinterest sales representative.

Pinterest also repeated its audience numbers: a record 640 million monthly active users and more than 80 billion monthly searches, more than half of them commercial, based on its own Q2 2026 data.

Which platforms can buy Pinterest inventory

Magnite is the primary supply-side partner, connecting Pinterest inventory and audience signals to buying platforms. Google Ad Manager acts as a supply partner in Latin America and Asia Pacific. Pinterest inventory is also part of Magnite Orchestration, the agent coordination layer Magnite runs for AI-driven buying.

  • Amazon Ads DVA+
  • Google Display & Video 360
  • Yahoo DSP
  • DeepIntent (listed in the Pinterest newsroom post)

Why Amazon advertisers should care

This is not the first time Pinterest and Amazon have worked together. Pinterest named Amazon as its first third-party ad demand partner in 2023. What is new is that Pinterest deals now sit inside DVA+, the Amazon Ads experience that brings Sponsored Display, Sponsored TV and programmatic buying together, which we covered in our Amazon unBoxed 2026 report. PPC Land reported that DVA+ was in a US closed beta in late September, so check with your Amazon Ads contact whether your account can use it yet.

Pinterest shared one early example. Beauty brand Moroccanoil added Pinterest to an existing June 2026 campaign through a Magnite-enabled deal bought via Amazon Ads, pairing Amazon lifestyle and in-market audiences with Pinterest beauty context. Pinterest reported 15% incremental reach with 1% audience overlap, 63% more new-to-brand buyers among people whose purchase paths included Pinterest, and a 20% higher click-through rate than the brand's average video and display campaigns. Pinterest says these results are specific to that one campaign and do not predict future performance.

What is still unknown

The announcement leaves several gaps that matter for planning a test budget:

  • Pricing, CPMs, floor prices and minimum commitments
  • Which placements are included, such as home feed, search or related Pins
  • Whether standard Amazon DSP line items, not only DVA+, can target the deals
  • How conversions are measured and what data is shared between platforms
  • Any timeline for Europe

Before you test Pinterest deals

  • Confirm DVA+ deal access
  • Cap a separate test budget
  • Exclude recent purchasers
  • Measure new-to-brand sales
  • Get pricing in writing
  • Skip Europe for now

What sellers should do

If you already run Amazon DSP or Sponsored Display for upper-funnel reach, treat Pinterest as a new audience source to test, not a replacement. Our Amazon DSP vs Sponsored Ads guide explains where each format fits before you add a new supply source.

  • Ask your Pinterest rep and Amazon Ads contact whether your account has deal access in DVA+
  • Start with a capped test budget on one hero ASIN or category, separate from always-on campaigns
  • Judge results on new-to-brand purchases and incremental reach, not clicks alone
  • Exclude recent purchasers so the test reaches new shoppers
  • Ask for pricing, placements and measurement terms in writing before committing spend
  • Keep Pinterest out of plans for European markets until Pinterest confirms availability

Where PPC Spider helps

PPC Spider runs Amazon DSP and Sponsored Ads for brands through our Amazon DSP agency team and tracks every change like this on the Amazon advertising news channel. If you want to know whether your upper-funnel budget is ready for a new source like Pinterest, start with a free Amazon audit.

Sources

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