Pinterest expands niche targeting options for digital and mobile advertisers

Anne Freier

In Mobile Advertising

September 25, 2017

Pinterest has now made over 5,000 interests and topics available for advertisers to target using its “Taste Graph”. The new list enables brands to reach niche audiences. However, the overall number of niches has been expanded significantly. Originally, Pinterest launched a list of 400 interests advertisers could target against. The latest addition includes many more interesting and fun targets such as “desk yoga” or “mid-century modern”.
The expansion comes at a time when marketers want to see more options. By providing these options, Pinterest hopes campaigns will result in better-performing ads.
The interests will be part of a drop-down menu in the Pinterest Ads Manager. Advertising buyers are able to click on the entries to view sub-categories of interests. Pinterest expects the 5,000 interests to be auto-suggestable in the future based on campaign parameters and performance.
John Milinovich, Product Manager for the Taste Graph at Pinterest, explained:

“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. 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.”

According to Milinovich, who joined Pinterest in May 2016, niche targeting offers significant advantages such as better performance and cheaper adverts.
As Pinterest prepares to target ad revenue of around $500 million in 2017, the company also previously said it would launch a visual search technology feature for its ad campaigns.
Milinovich adds:

“We really believe in this idea of machine-assisted human curation. The best way of being able to source new interests is by using the data that we already have but also being able to work closely with editors or curators to actually help verify and sanity-check some of these things. For the Taste Graph today, everything goes through human editors before it gets offered to outside advertisers.”