Pinterest has announced a new advertising partnership with Google, marking Google as its second third-party ad partner after its collaboration with Amazon. This collaboration aims to boost Pinterest’s ad revenue and provide brands running campaigns with Google Ads the opportunity to reach and engage with an active and high-value consumer base.
The integration works by allowing ads to be served on Pinterest through Google’s Ad Manager. When Pinterest users come across a Google Ad, they will be directed to the advertiser’s website to complete their purchase. This seamless integration not only broadens the reach of brands but also provides the potential for stronger return on investment and increased conversions.
The rollout of this new ad integration began a few weeks ago and is reportedly showing positive results. Similar to the Amazon integration, the Google integration is expected to be phased in over several quarters. This gradual approach allows for a smooth transition and ensures that both Pinterest and Google can optimize the partnership for the best results.
One of Pinterest’s goals with this partnership is to boost its revenue from international users. Currently, 80% of Pinterest’s user base is outside the U.S., but only 20% of its revenue comes from these international markets. Executives are optimistic that the collaboration with Google will play a crucial role in increasing the average revenue per user in international markets.
Pinterest CEO Bill Ready expressed his excitement about this partnership, stating that it will focus on monetizing currently unmonetized international markets by enabling ads to be served on Pinterest through Google’s Ad Manager. The partnership has already gone live a couple of weeks ago, and third-party ad demand is expected to scale as anticipated.
This collaboration between Pinterest and Google is an exciting development in the world of digital advertising. It opens up new opportunities for brands to reach a wider audience and engage with consumers on a platform known for its visual inspiration and discovery. As the integration continues to roll out over the coming quarters, it will be interesting to see how it impacts Pinterest’s ad revenue and international growth.
For more information on Pinterest’s performance and earnings, readers can refer to the company’s Q4 2023 earnings report. This deep dive provides additional insights into the platform’s progress and future prospects.
Overall, the partnership between Pinterest and Google holds great promise for advertisers looking to expand their reach and maximize their ROI. It’s a win-win situation for both platforms and opens up new avenues for brands to connect with their target audience. As digital advertising continues to evolve, collaborations like this demonstrate the importance of strategic partnerships in driving growth and success in the industry.
