Pinterest is changing from selling cost per thousand impressions (CPMs) on a fixed-price basis to an auction process where marketers can bid on inventory. Marketers can now also frequency cap - set a maximum number of times a person can see an ad. The move makes Pinterest easier to include in current media plans, rather than creating a Pinterest-only buying model, said Bertozzi, president of The Shipyard digital agency. Frequency capping also underlines a trend towards more performance-based advertising; advertisers can increase or decrease ad frequency depending on the stage of the purchase path consumers are at.
Pinterest is changing from selling cost per thousand impressions (CPMs) on a fixed-price basis to an auction process where marketers can bid on inventory. Marketers can now also frequency cap - set a maximum number of times a person can see an ad. The move makes Pinterest easier to include in current media plans, rather than creating a Pinterest-only buying model, said Ben Clarke, president of The Shipyard digital agency. Frequency capping also underlines a trend towards more performance-based advertising; advertisers can increase or decrease ad frequency depending on the stage of the purchase path consumers are at.