Pinterest opens up more than 5,000 interests for advertiser targeting through its Taste Graph
Everyone knows that Pinterest builds itself around visual discovery. Over the years, the company has gathered an incredible amount of data around how their users browse images, videos, and content. Now, the company is opening up that knowledge to advertisers, and it’s going to be huge.
Pinterest is unlocking more than 5,000 interests that advertisers can now target against using what the company is calling its “Taste Graph.” That’s what Pinterest calls its system that is able to figure out not only what users like, but also how what they like changes over time.
“One of the biggest difference with the Taste Graph compared to what we were doing before was really diving into understanding the nuances of how we relate Pinners to Interests based on the recency and frequency of their engagement,” John Milinovich, product manager for the Taste Graph, said. “We’re much smarter about how we decay interests from a user’s taste profile so that we can better personalize their recommendations. So, if you haven’t pinned about your wedding in a while, you will stop seeing wedding content.”
Pinterest is working hard on building an advertising model that touches users at each point of the buying lifecycle. In addition to that, Pinterest wants to be able to demonstrate to brands that ads seen at the beginning of the cycle led to a conversion at the end, even if it was months later.
Pinterest CEO Ben Silbermann told CNBC’s Julia Boorstin that the company has only two objectives right now:
“One is growing the user base …. and the second, of course, is creating an advertising product that really works — to bring in new customers, that’s very measurable, that lets people see emerging consumer trends and merchandise against them.”
Pinterest also just announced that Target’s app will use Pinterest’s “visual search” tool. In essence, it would let users who are out and about take a picture of any product and receive a list of similar items at Target. Here’s an excerpt from the press release on the partnership:
Visual search technology has been around for a while, but it’s starting to hit the mainstream in a big way—by 2020, image and speech search (think asking Siri) could make up 50% of all searches. It’s poised to change the way you shop so we’re tapping Pinterest, our long-time partner to bring their new “Pinterest Lens” tech to our Target guests.
Pinterest has been hard at work in 2017. They debuted “Lens”, a visual discovery tool, they rolled out Pinterest search ads, and they introduced live camera search. Now more than ever, Pinterest needs to be a crucial part of your organic marketing and advertising strategy.
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