Amid growing privacy concerns and the impending death of third-party cookies, here’s how Pinterest can provide marketers with high-quality audience prospects:
- Users save or pin ideas to boards, generating first-party data that powers Pinterest’s targeting capabilities. These intent signals can be just as powerful, if not more so, than using third-party cookies, allowing you to reach users when they’re actively considering what to do, try, or buy.
- Pinterest offers multiple layers of targeting, including interest and keyword targeting, CRM integration, and act-alike audiences, allowing marketers to achieve comparable or better than retargeting alone.
- The platform’s personalized experience and relevant ads add value to users’ browsing and help them make informed purchase decisions. Consequently, Pinterest users demonstrate higher engagement and larger baskets at checkout compared to other social media platforms, indicating the platform’s potential to drive conversions and higher spending.
Get a closer look at Pinterest’s potential over at Ad Age.