Pinterest partners with Amazon to launch third-party ad program
Pinterest is teaming up with an e-commerce titan to continue expanding its capabilities as an ad platform.
The visually-oriented social media network is opening up third-party ad demand, with Amazon as its first partner on Pinterest. Based on its continuing growth as an e-commerce platform, Pinterest will integrate third-party promotions from the Amazon Ads program into its site, with a seamless on-Amazon buying experience for consumers.
The companies intend this integration to offer customers an easier way to shop Amazon products on Pinterest by providing current product information, including availability, pricing, imagery and descriptions. The partnership will be a multi-quarter implementation, which is expected to begin rolling out later in 2023.
Pinterest adds ad functionality
For the past three years, Pinterest has been steadily building up advertising capabilities, including through partnerships. These include an October 2021 integration of its video-oriented Idea Pins offering with the Amazon Associates Program affiliate marketing offering. U.S. creators can add affiliate links from an assortment of millions of Amazon products and earn commission on qualifying purchases.
In January 2023, Pinterest piloted a collaboration with grocery retailer Albertsons Companies Inc. and data management platform LiveRamp to pilot data “clean rooms” with select advertising partners on the Albertsons Media Collective retail media network. Pinterest's integration with LiveRamp will provide a protected, third-party digital space where Albertsons can combine its first-party data and Pinterest platform data in a secure environment, to help measuring the results of digital ads placed on Pinterest via the grocer’s retail media network. Pinterest is planning to continue testing clean rooms with additional partners.
Other examples include the Verified Merchant program, which offers retailers early access to organic and paid conversion insights so they can measure Pinterest’s impact on their site visits, checkouts and sales over multiple attribution windows.
“This milestone partnership will add to the great brands already on the platform and provide more comprehensiveness, shoppability, and a best-in-class buying experience for users, along with greater performance for brands and advertisers,” said Bill Ready, CEO of Pinterest. “This aligns with our goal of making every Pin shoppable, so that we can enable as many users as possible to bring their dreams to life.”
“Amazon Ads is delighted to partner with Pinterest and make it even easier for customers to discover and buy relevant products through shoppable content, while also providing differentiated value for brands,” Paul Kotas, senior VP, Amazon.