Pinterest Opens Programmatic Inventory via Index Exchange, Criteo

Pinterest is making waves in the programmatic advertising world by expanding its partnerships with two major players: Index Exchange and Criteo. This move signals a strategic shift towards a more open programmatic ecosystem for the visual discovery platform.

New Entries in Pinterest's ads.txt & app-ads.txt

CMO TLDR found that Index Exchange and Criteo have recently been added to Pinterest's ads.txt file, indicating a programmatic partnership. The Wayback Machine shows the first sighting of Index Exchange on November 28th, 2024, while Criteo's entry appeared on January 25th, 2025. Criteo is not yet listed on Pinterest's app-ads.txt file as of 1/25/2024. Both Index Exchange and Criteo have Pinterest listed in their sellers.json files.

Implications for Advertisers

This development opens up exciting possibilities for brands. By partnering with Index Exchange and Criteo, Pinterest grants advertisers access to its vast inventory through a wider range of demand-side platforms (DSPs). This increased programmatic access should lead to greater competition and more demand for Pinterest's supply.

A Signal for Premium Programmatic

The addition of Index Exchange and Criteo to Pinterest's ads.txt file not only positions these SSPs as leaders in the programmatic space, but also underscores the growing importance of programmatic for premium publishers. This move demonstrates Pinterest's recognition of programmatic advertising's value and its commitment to expanding its reach within this ecosystem. As a result, we anticipate other major SSPs will be eager to join Index Exchange and Criteo.

Looking Ahead

Pinterest's programmatic expansion is a positive development for both advertisers and the platform itself. Advertisers gain access to a valuable supply inventory, while Pinterest benefits from increased competition and potential revenue growth. As more SSPs join the fold, the programmatic landscape for Pinterest advertising is poised for growth.