The news: Advertisers can now programmatically buy Pinterest’s display and video ad inventory. Magnite is the platform’s primary supply-side partner (SSP) and will include Pinterest supply in its agentic buying layer, Magnite Orchestration.

Pinterest’s Programmatic Deals are available to advertisers through demand-side platforms (DSPs) including Amazon Ads DVA+, Google Display and Video 360 (DV360), and Yahoo DSP in North America, South America, and Asia-Pacific. Google Ad Manager will serve supply in the latter two regions.

Pinterest has been stepping up efforts to monetize its audience, including through strengthening its commerce layer through creator and AI tools, doubling down on data partnerships with retail media networks, and breaking into CTV.

The platform is looking to increase its value to partners to stave off decelerating revenue growth. Pinterest is projecting growth of 13% to 15% for Q3, down from 18% in Q2. It reports Q3 earnings Thursday.

Why this matters: Advertisers can now use Pinterest’s inventory to systematically target consumers who are still deciding which products to buy. Its more than 640 million monthly active users—half of whom are Gen Z, per Pinterest—use the visual search destination to find inspiration on food, clothing, decor, and other categories before heading elsewhere to complete purchases.

The programmatic nature of Pinterest’s inventory means that advertisers can integrate the platform into their larger media plans. For example, a campaign could treat the Pinterest platform as an early-stage channel for spreading awareness to new audiences, then shift to converting those audiences by meeting them with call-to-action ads on search or connected TV (CTV).

Implications for advertisers: Pinterest inventory could offer a boost for reaching young, pre-decision shoppers. The fact that many of these users also show high intent makes appearing on the platform a useful early destination on the path to purchase.

Advertisers need to be clear about which KPIs they are hoping to drive on Pinterest and how this performance can lead to conversions further down the customer journey. The key will be ensuring that Pinterest’s data is fed back into omnichannel programmatic planning. A disjointed strategy, in which Pinterest is operating as an isolated channel, could lead to higher reach but little ability to turn it into business outcomes.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.