Although Pinterest’s advertising platform is relatively new, the social network giant is working on developing new features in an effort to compete with advertising programs offered by rivals Twitter and Facebook. The new feature will allow advertisers to target users who currently exist in their brands’ customer databases, similar to the way a company might target users who signed up for their email newsletters and updates.
Additionally, Pinterest is developing a new measurement and analytics tool that will allow marketers to credit the ads they host on Pinterest with purchases people make on a brand’s website. A spokesperson for Pinterest said that the company hopes both features will help partners better understand how advertising can positively impact ROI, and make promoted content more relevant to its users.
Facebook’s advertising methods have inspired Pinterest to make a series of changes to its ad program, including the rollout of a new tool that tracks conversion. Advertisers will soon have the ability to put a special pixel on their websites that will track whether people ended up purchasing products and services based on Promoted Pins they saw on Pinterest.
For more information, check out this article to learn more about Pinterest’s new changes to their advertising program.