Pinterest Opens Its Ad Inventory to External DSP Platforms

Pinterest announced the general availability of Programmatic Deals, selling display and video ad inventory via private marketplaces and preferred deals. This allows advertisers to programmatically purchase ad space outside of the Pinterest platform itself.

Buyers with access include Amazon Ads DVA+, Google Display & Video 360, Yahoo DSP, and DeepIntent. Magnite serves as the primary supply-side partner, supplying the ad space.

Google Ad Manager manages supply in Latin America and Asia-Pacific. The rollout currently covers three regions, excluding Europe.

The rollout aims to widen advertiser access to Pinterest inventory through buying platforms they already use, while keeping Europe outside the scope at this stage.

What do these terms mean?

DSP: A platform that allows advertisers to programmatically purchase ad space from multiple sources simultaneously.

SSP: A platform that manages publisher inventory and presents it to advertisers or buying platforms, a role filled here by Magnite.

Private Marketplace: A restricted marketplace where a publisher sells inventory to selected advertisers under agreed-upon terms.

Preferred Deal: A prior agreement granting the buyer priority to purchase ad space at set prices and conditions.

Programmatic Advertising: Automatically buying and selling ad space using data and systems, rather than negotiating each placement directly.