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. “People are using it as much for the social aspect and sharing things that they want to share with their friends,” Clarke said.
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.