Pinterest is launching new advertising tools with artificial intelligence and measurement partnerships to drive better performance and brand safety for advertisers.
The general picture. Pinterest is investing heavily in generative AI capabilities for more engaging and personalized ad formats and to automate campaign optimization.
What’s new. Pinterest launches ‘Ad Labs’ innovation program to test prototypes like:
Custom background generation using its visual search AI to create custom lifestyle backgrounds for product pins.
Interactive shoppable collage ads that allow users to curate brand images, with early trials driving strong engagement.
Brands including John Lewis, Wayfair and Bumble are trialling collages for advertisers.
It is also expanding brand safety validation through partnerships with measurement companies IAS and DoubleVerify.
Why we care these AI-based updates show a desire for Pinterest to evolve its advertising platform with cutting-edge technology that can drive performance, effective personalization, efficiency, enhanced brand safety and unique experiences for advertisers seeking to effectively reach your audience
The boost of AI. Pinterest Performance+, currently in closed beta, uses automation and artificial intelligence to optimize campaigns for improved profitability.
Early tests showed improvements of 10% or more in the cost per acquisition of conversion campaigns. It also reduced campaign setup time by 50% thanks to automated entries.
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What they are saying “We saw the unique opportunity with collages to take customers from inspiration to action with a single ad,” said Wayfair’s Sandro Corsaro, an early Ad Labs partner.
Brand safety is important. Pinterest says 99% of measurable ad impressions were scored as brand safe by IAS and DoubleVerify during testing.
limitation Collage ads are initially limited to select brands like Nike, Wayfair and NYX Cosmetics, with more advertisers to come.
What follows Expect more AI-driven updates as Pinterest aims to stand out through automation and personalization at scale.
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