Pinterest is taking a page out of Facebook’s playbook, officially rolling out an ad targeting tool similar to Facebook’s popular Custom Audiences product. With the new tool, advertisers on Pinterest can reach their existing audience by matching email addresses or mobile ad IDs from their CRM databases and further expand the reach of their ad buys via lookalike targeting. Pinterest has been testing this targeting option since March.
What Brands Need To Do
Pinterest has been ramping up its ad products, recently adding Millward Brown and Oracle Data Cloud as partners to offer brands advanced measurements. This new targeting tool can help brands, especially retailers with a substantial subscriber list, reach their desired audiences in a more granular way. For businesses with an overlap between their customers and Pinterest users, this should be worth a try.