Pinterest is… pining for more programmatic. 🥁
Okay, but seriously, Pinterest has announced that it’s expanding its programmatic advertising business, announcing general availability of Programmatic Deals across select global markets.
Programmatic deals lets advertisers buy Pinterest display and video inventory via top media-buying platforms, including Amazon Ads, Google, Yahoo DSP, and DeepIntent, with Magnite as its main supply-side partner.
Why This Matters
Pinterest wants to make its ad inventory more accessible to enterprise buyers. More access means more ad dollars. Hence, the push to integrate with the programmatic platforms advertisers already use.
The opportunity here is also massive. Keep in mind, Pinterest has 640 million MAUs and processes more than 80 billion searches a month. More than half are commercial, according to Pinterest, giving advertisers access to a huge audience of consumers who are still deciding what to buy.
The announcement also highlights Pinterest’s growing ambitions in adtech following its acquisition of CTV ad platform tvScientific. Notably, Jason Fairchild, tvScientific’s CEO, is quoted in the announcement in his additional role as Pinterest’s GM of programmatic and affiliate.
Experts React
Fairchild framed the expansion around connecting Pinterest’s intent data with preferred DSPs.
“Pinterest captures the moment when people are figuring out what they want to try, buy or do next. Programmatic Deals put that intent to work for enterprise advertisers across the media systems they already use.”
Our Take
Pinterest’s stock is down roughly 22% this year, so making it easier for large advertisers to buy its inventory through platforms they already use seems like an obvious move. Plenty of upside for its programmatic business. (This is not investment advice, we just think this is cool!)
AdTechRadar is owned by Chris Harihar, an EVP at Mod Op. Yahoo DSP is a Mod Op client.
