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01/19/2021

Pinterest automates ad personalization

Dan Berthiaume
Senior Editor, Technology
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A visually-oriented social media platform is easing the process of tailoring ads for desired audiences.

Pinterest is partnering with dynamic creative optimization technology providers RevJet, StitcherAds, and Smartly.io to allow advertisers to design performance-driven pins, with audience-specific messaging, using their dynamic creative tools and templates. Advertisers can now generate multiple versions of new pins from uploaded assets or a product feed, where they can automatically import product data, such as price, location, or availability). 

Parts of the pins will dynamically display creative elements such as product images, copy, and pricing, which will only be shown to the advertiser’s assigned audiences. This leads to the automatic creation of hundreds of ads with unique messaging for desired audiences. 

As a result, Pinterest seeks to reduce the time and effort required to make custom ads that are relevant to unique groups of consumers, while helping advertisers test and identify which creative elements drive performance. According to Pinterest, the number of its users engaging with shopping surfaces has grown over 85% in the six months ended Sept. 30, 2020.

Pinterest has been enabling companies to place ads in more locations on its platform and obtain more ad performance insight. In September 2020, the company launched ads alongside the shop tab in search results and in its Lens visual search feature, and announced it will soon enable ads within shoppable pins. In addition, Pinterest verified merchants and Shopify retailers in the U.S. now have enhanced ad conversion insights that provide a view into the impact of both their paid and organic Pinterest content on their site visits and checkouts.