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Earlier this year Pinterest announced they would be testing Promoted Pins, now mere months later they are updating their privacy policy to improve their advertising model.
1. We want to help advertisers better understand how their Promoted Pins are doing. For example, an advertiser may want to know how often their ads are showing on Pinterest or how many people bought a product after clicking on a Promoted Pin. In the future, we’ll report that info to them.
2. We also want the Promoted Pins you see to be relevant to you and come from brands you’ve shown interest in. We hope to incorporate information advertisers share with us so that we can show you Promoted Pins that don’t feel random or distracting.
How does Pinterest Advertising work?
Although Promoted Pins are still in testing, these test advertisers are able to have their promoted pins appear in the feed of their target users. With this privacy update, Pinterest will have a sophisticated ad targeting feature which includes targeting Pinners who are in a brand’s database. In this confirmation to AdAge, a Pinterest representative said:
“While we don’t have the new features available to advertisers yet, we are developing conversion tracking and audience targeting and the privacy policy update allows us to launch them,” the spokesman said in an email. “We feel both features will help our partners understand how the ads impact their business and also make Promoted Pins even more relevant to Pinners.”
The Pinterest user experience is the main concern for the Pinterest bosses, as they were beginning to introduce the idea of testing Promoted pins back in September 2013, they published this blog post detailing the type of advertising they wanted to bring into Pinner feeds:
—Tasteful. No flashy banners or pop-up ads.
—Transparent. We’ll always let you know if someone paid for what you see, or where you see it.
—Relevant. These pins should be about stuff you’re actually interested in, like a delicious recipe, or a jacket that’s your style.
—Improved based on your feedback. Keep letting us know what you think, and we’ll keep working to make things better.
Example of a Promoted Pin
Note: Pinterest users can turn off the ad personalization feature off in their user settings.
Where does video fit in?
At the moment you can pin a YouTube video and play it within your Pinterest feed. Presumably, a video pin can be used as a Promoted Pin. Don’t forget you can pin your Free Viddyad to one of your boards, see how here.
So what are you waiting for, create your video ad and join the waitlist.
