Pinterest Opens Inventory to Additional Programmatic Partners

Pinterest has continued to break down the typical “walled garden” of most social media networks and has made display and video  inventory available across multiple programmatic DSP’s (Demand Side Platforms).  DSP partners include Google Display & Video 360, Yahoo DSP and DeepIntent.  This expands upon Pinterest’s previous partnership with Amazon’s DSP which started back in 2023.

The supply-side partner, Magnite, shared this statement:   “Pinterest offers a unique understanding of what people are interested in and what they may buy next,” said Sean Buckley, President, Revenue & Market Strategy at Magnite. “In addition to connecting DSPs to Pinterest’s on-site inventory, Magnite can help extend the value of its intent signals across the open web. By combining those insights with our demand relationships, activation capabilities, and omnichannel publisher footprint, we can help buyers connect discovery with measurable results across more media environments.”

Why does this matter?  Because digital marketers love consolidation, particularly at the platform level when we can rely on one source of truth in terms of tracking and attribution.  Including Pinterest within a brand’s programmatic campaign ecosystem allows you to compare engagement and returns against other programmatic campaigns and only attribute performance like tracked revenue to a singular tactic (without relying on a 3rd party media mix modeling partner).  We’re eager to see if additional DSP’s like the Trade Desk gain access to this inventory and if other social media platforms follow suit.

Read more about this update here.