Pinterest announces major ad partnership with Google

Pinterest has unveiled a new advertising partnership with Google aimed at amplifying its ad revenue.

This move positions Google as Pinterest’s second third-party ad collaborator, following its previous partnership with Amazon announced last year.

Why it matters: This collaboration offers brands leveraging Google Ads campaigns an opportunity not only to expand their audience but also to engage with an active and valuable consumer base. Such engagement holds the promise of yielding stronger ROI and increased conversions.

How it operates: Through this integration, ads will be seamlessly displayed on Pinterest using Google’s Ad Manager. When Pinterest users interact with these Google Ads, they’ll be directed to the advertiser’s website to finalize their purchases.

Rollout timeline: Pinterest commenced the deployment of this new ad integration a few weeks ago and is reportedly observing positive outcomes. Similar to the Amazon integration, the Google partnership is anticipated to be gradually implemented over multiple quarters.

Global aspirations:  Even while foreign users make up 80% of Pinterest’s user base, only 20% of its revenue comes from them. Executives at the company are optimistic that the Google partnership would help increase the average income per user in foreign markets.

Pinterest CEO Bill Ready stated:

“Through this relationship, we will be able to use Google’s Ad Manager to serve advertising on Pinterest and monetize some of our untapped international markets.” “Since our launch, the enthusiasm has been increasing. Third-party ad demand is scaling up as we anticipated.”