Dive Brief:
- Pinterest is increasing its revenue opportunities after announcing forays into buyable promoted pins on the social media platform.
- To help marketers plan and execute campaigns on the content curation site, Pinterest developed an ads API with a technology partner.
- Promoted pins ads include a (newly-launched) “buy it” button that allows users to make purchases via credit cards or Apple Pay.
Dive Insight:
Pinterest is offering marketers an advertising opportunity on its platform via buyable promoted pins. To allow brands to buy promoted pins on the site, the company named eight ad technology partners that are part of its marketing developers program, including 4C, Adaptly, Brand Networks and SocialFlow.
The company partnered with a technology partner to develop an ads API to allow its marketing partners to integrate with the platform. The ad pins have a “buy it” button that users can click to make a purchase using stored credit card information or Apple Pay.
About this foray into advertising and ecommerce, in an AdWeek article, Jyri Kidwell, head of Pinterest’s marketing developers program, said, "We want to work with leading developers to help brands scale and optimize their presence on Pinterest across organic and paid media."
Pinterest is only profiting from the advertising revenue, and not taking a commission for any sales that happen on the platform.
