Since April 2015, Pinterest has given access to buy ads and post content on its platform to certain companies that have gained Pinterest’s “Good Housekeeping Seal of Approval”. Pinterest’s Marketing Partners program has been successful, as more than half of the company’s advertising revenue is generated via brands purchasing advertising through these approved Marketing Partners.
In a move to generate more revenue, Pinterest will start to provide more analytical information to the advertisers that use its platform.
By adding several measurement companies like AppsFlyer, Apsalar, and Adjust to Pinterest’s Marketing Program, advertisers will have access to third party tools which will provide valuable insight in the effectiveness of their ads. Metrics that will be available to advertisers include the impact the ads had on its audience, whether the ad was displayed to its targeted audience, and how the ad affected the sales of the product. In addition, brands that are using Moat, will have the ability to measure if specific advertisements had an opportunity to be viewed on Pinterest.
In addition, Pinterest will add companies that will assist advertisers in getting their content to their target audience, by utilizing services from Experian, Salesforce’s Krux, Epsilon, and others. By using the advertisers targeted audience data, such as customers email addresses, ads can be aimed at those particular Pinterest users, in addition to other users that have like interests.
