Pinterest Updates Strategy, Looks to Scale Search and Audience Based Buying
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Seeking to scale its ad business ahead of a much anticipated IPO, Pinterest said it’s updated its advertising strategy and will place more focus on expanding its keyword search and audience based buying offerings.
The move puts the company in a unique position to offer brands and marketers a home feed advertising solution — landing pages of Pinterest users — and a search product that sees more than two billion monthly searches.
The company is now offering its search inventory separately to advertisers, something it previously had not done before. More importantly, Pinterest’s head of global sales Jon Kaplan says the platform will feature the same kind of keyword based buying search marketers are familiar with — such as those found on Google — to be applied on Pinterest.
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