Pinterest just made it much easier for big brands to spend money with it. On October 26, after testing with selected brands and agencies since early this year, Pinterest opened its display and video inventory to enterprise advertisers buying through Amazon Ads, Google Display & Video 360, Yahoo DSP and DeepIntent. That puts one of the biggest high-intent discovery audiences online, 640 million monthly users, inside the same tools as the rest of the media plan. Here is what has actually changed, what the early results show and what it means for you. And keep an eye out for our Affiliate Summit West speaker announcements soon, because we have a surprise that is very close to this story. 

What's Actually New 

Pinterest and Amazon have worked together on ads since 2023, and Pinterest has been building its programmatic business for a while, so it is worth being clear on what is genuinely new. Until now, most advertisers bought Pinterest through its own Ads Manager. Here is what changed with the general availability of Programmatic Deals: 

• Open to enterprise advertisers, not just test brands. Programmatic Deals are now live in North America, South America and Asia Pacific, with access through a Pinterest sales representative. 

• New ways to buy. Pinterest ads can now be bought through Google Display & Video 360, Yahoo DSP and DeepIntent as well as Amazon Ads DVA+. A demand-side platform (DSP) is the software buyers use to purchase ads across many sites at once, and Magnite acts as the main supply-side platform (SSP) making Pinterest's ad space available to them. 

• Proper deal types. Buyers can set up private marketplace and preferred deals, with programmatic guaranteed deals in testing. 

• Pin-to-purchase tracking with Amazon. An Amazon Ads buyer can use Amazon Marketing Cloud to connect an ad on Pinterest to a purchase on Amazon, closing the loop between discovery and checkout. 

• AI-agent buying. Pinterest inventory is part of Magnite Orchestration, where AI agents representing advertisers and publishers can find inventory, evaluate targeting and build media plans together. 

• The first published results. Pinterest has shared the numbers from a live campaign, and they are strong. 

The Results So Far 

Pinterest's launch case study comes from beauty brand Moroccanoil, which in June 2026 used a programmatic deal through Amazon Ads to add Pinterest to an existing video and display campaign. Pairing Amazon's first-party audiences with Pinterest's contextual beauty targeting, the campaign delivered: 

• 15% incremental reach with just 1% audience overlap, meaning Pinterest reached people the rest of the plan was missing 

• 63% more new-to-brand buyers among people whose purchase journeys included Pinterest 

• A 20% higher click-through rate than the brand's average video and display campaigns 

The audience behind those numbers is the real draw. Pinterest handles more than 80 billion searches a month, over half of them commercial, and more than 96% of text searches are unbranded. These are shoppers who know what they want to do or buy but have not chosen a brand yet. 

The Bigger Shift: Walled Gardens Are Opening Up 

Pinterest is not alone here. Programmatic is forecast to make up 74% of open-internet ad revenue in 2026, and platforms that once sold only through their own tools are moving to where the budgets are, with Netflix and LinkedIn also opening up to outside buying platforms. For advertisers, that means more of the internet's premium inventory can be planned, bought and measured in one place. 

The Amazon relationship is the one to watch. On top of the new purchase tracking, Pinterest began hosting creators' Amazon Storefronts in June, automatically applying affiliate links when they tag eligible Amazon products. Paid media and affiliate links are now growing side by side on the same platform, both connected to Amazon. 

What It Means for You 

For affiliates and publishers 

• The discovery stage is getting more valuable. As more brand budget flows to Pinterest, brands will care more about what shoppers find there, and review sites, comparison content and creators who already rank on Pinterest are well placed to benefit. 

• Make sure you get credit for the journey. A shopper might discover a product on Pinterest, read an affiliate comparison, then buy after a search click. Agree conversion definitions, attribution windows and how affiliate sales are reconciled before a test starts, and start that conversation with your brand partners now. 

• Amazon creators have a clear path. If you earn through an Amazon Storefront, linking it to Pinterest turns your Pins into affiliate links automatically. 

For media buyers 

• Pinterest now sits inside your existing workflow. If you buy through Amazon Ads DVA+, Display & Video 360, Yahoo DSP or DeepIntent, you can plan Pinterest alongside streaming, display and retail media with shared audiences, frequency and reporting. 

• Lead with incremental reach. The 1% audience overlap in the Moroccanoil test is the headline for anyone trying to find new customers rather than retarget the same ones. 

• Ask about deal types. Private marketplace and preferred deals are live, with programmatic guaranteed in testing, so speak to your Pinterest rep about what is available in your markets. 

For brand marketers 

• Reach shoppers before they choose a brand. With 96% of text searches unbranded, Pinterest is one of the few places to influence a purchase before the shortlist forms. 

• New customers, not just more clicks. A 63% lift in new-to-brand buyers is a strong signal for brands focused on growth rather than repeat purchases. 

• Bring your affiliate partners to the table. The brands that get most out of this will connect Pinterest, affiliate and paid media data to see the full customer journey. 

What We Think 

This is a smart, well-timed move. Buyers want to plan everything in one place, and meeting them inside the tools they already use is the fastest way for Pinterest to earn a bigger share of enterprise media plans. 

The affiliate opportunity is bigger than it looks. Pinterest is building a commerce ecosystem where brand campaigns, creator recommendations and affiliate links all support the same shopper journey. For affiliates who already work at the discovery stage, that means more brands paying attention to the moment they influence most. 

The winners will be the ones who measure the whole journey. The early results are strong, and the brands, agencies and partners who connect Pinterest, affiliate and paid media data will be best placed to prove what discovery is really worth. 

What Comes Next 

In a fast-moving space, our predictions are: 

• More markets and more deal types in 2027. With programmatic guaranteed already in testing, we expect new deal types and new regions, including Europe, to follow as demand builds. 

• High-intent categories lead the way on agentic buying. With Pinterest inventory inside Magnite Orchestration, we expect beauty, home and fashion, where Pinterest discovery is strongest, to be among the first categories where AI agents buy Pinterest at scale. 

• Affiliate and programmatic move even closer together. Storefront linking is set to extend to other partners beyond Amazon, and we expect more retailer and network integrations that bring creator content and brand campaigns into the same plan. 

The Bottom Line 

Programmatic Deals make Pinterest's high-intent discovery audience easier than ever to buy. Media buyers get a new source of incremental reach inside their existing tools, brands get a way to reach shoppers before the shortlist forms, and affiliates get a growing reason for brands to value the discovery stage they already own.