Pinterest has steadily added more “commerce-enabled” features to its platform, including buyable pins and APIs for retailers. The company relies heavily on brands – including fashion, CPG, home decor and other categories – to provide content for its platform. It says 75% of the content on Pinterest comes from brands.
“There’s this symbiotic relationship between pinners [the company’s term for its users] looking for ideas and brands trying to present their products as worthy of incorporation into their lives,” Monahan said.
“In a world where we’re constantly dealing with things like ad blockers and viewability, these signals of how audiences are bombarded with advertising and trying their hardest to escape, Pinterest fundamentally doesn’t work that way.”
Pinterest has about 150 million monthly users, 70 million of whom live in the United States. The company crossed the 100 million-user benchmark last September.
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