Home Platforms Pinterest Pins Targeting And CRM Matching Onto Its Tech Stack

Pinterest Pins Targeting And CRM Matching Onto Its Tech Stack

SHARE:

pintereststackTargeted advertising on Pinterest has taken a big step forward with the introduction new interest segments as well as first-party data matching.

Pinterest hopes to “massively expand the categories for interest targeting” from 30 to 420, said product manager Nipoon Malhotra, who leads the company’s monetization team.

And with its CRM data matching capability, Pinterest is following Google (which debuted CRM matching last year) as well as Facebook/Instagram and Twitter.

While Pinterest’s 100 million-plus monthly active users (MAUs) don’t provide the scale other platforms can offer (Twitter struggles to achieve digital marketing scale and it has three times more MAUs), Pinterest does have a few unique features – namely the fact that users are in the mood to shop. Perhaps that’s why about two-thirds of all Pinterest content comes from brands; it’s tough to imagine that ratio on Instagram or Twitter.

“People are in a browse and search mindset,” said Malhotra. Which is why the social media platform has focused on categories like fashion, home décor and CPG, even at the expense of other verticals.

The furniture company Industry West was an early Pinterest advertising adopter and beta tested Pinterest’s expanded category targeting, said Industry West CMO Ian Leslie. Leslie appreciated “the evergreen nature of a pin,” noting that Pinterest’s reporting pixels as well as Industry West’s attribution partners show pins from January still generating sales.

But Leslie has not tested Pinterest’s new first-party data tool, which went through a more selective, rigorous testing process.

Brands looking to deploy the new first-party data solution will have to go through Pinterest’s Marketing Developer Partners (MDP) program, a network of vendors that have particular knowledge of Pinterest ad practices. However, Pinterest expects to add CRM matching to its self-serve offering later this year.

Malhotra added that while Pinterest does the audience matching on its own, not through a vendor like Acxiom, that might change. “We’ll be definitely be looking at areas where we can improve the product,” he said, “and if it made sense to do that, we would.”

Must Read

Nope, We Haven’t Hit Peak Retail Media Yet

The move from in-store to digital shopper marketing continues, as United Airlines, Costco, PayPal, Chase and Expedia make new retail media plays. Plus: what the DSP Madhive saw in advertising sales software company Frequence.

Comic: Ad-ception

The New York Times And Instacart Integrate For Shoppable Recipes

The New York Times and Instacart are partnering for shoppable recipe videos.

Experian Enters The Third-Party Data Onboarding Business

Experian entered the third-party data onboarder market on Tuesday with a new product based on its Tapad acquisition.

Privacy! Commerce! Connected TV! Read all about it. Subscribe to AdExchanger Newsletters

Albertsons Takes Its First Steps Into Non-Endemic Advertising, Retail Media’s Next Frontier

Albertsons is taking that first step into non-endemic advertising next week via a partnership with Rokt to serve ads to people who have already purchased groceries.

Marketecture Buys AdTechGod (No, Really)

Marketecture has acquired AdTechGod – an anonymous ad tech Twitter poster turned one-man content studio – and the AdTech Forum, an information resource hosted by AdTechGod and Jeremy Bloom.

Why The False Advertising Lawsuit Against Poppi Is Bad News For RMNs

This week’s dispatch explores the new trend of false advertising class-action suits in the food and CPG industry and how the evolution of online, data-driven retail media could exacerbate the problem.