Pinterest is giving programmatic buyers a bigger slice of its advertising offering, opening up display and video inventory through the platforms they already use to plan and buy media.
The move marks a fresh push by Pinterest to bring more of its ad inventory into the programmatic fold, giving advertisers another way to access its platform without adding a separate buying process to their media plans.
Pinterest has rolled out Programmatic Deals across North America, South America and Asia Pacific, allowing advertisers to access its inventory through Amazon Ads DVA+, Google Display & Video 360 and Yahoo DSP, with Magnite handling the supply-side technology.
The launch follows testing with agencies and brands that began earlier this year.
Through private marketplaces and preferred deals, media buyers can now purchase selected Pinterest display and video inventory within their existing buying platforms, bringing the offering closer to the way they already plan and activate campaigns.
Pinterest has also been testing programmatic guaranteed deals, which could give buyers greater certainty over how inventory is packaged and purchased.
The expansion means Pinterest’s display and video inventory can sit alongside other programmatic placements in a campaign, potentially making it easier to include the platform in broader media plans.
The move also comes as Pinterest looks to sustain growth in its advertising business. The company guided to third-quarter revenue growth of 13 to 15 per cent, down from the 18 per cent growth reported in the second quarter, when revenue reached US$1.18 billion.
B&T has contacted Pinterest’s Australian team to clarify whether the rollout applies to Australia and New Zealand.
