Pinterest is set to offer "keyword search and audience-based buying" to advertisers, as it looks to take a share of the $29bn market ahead of its IPO. The company has been testing an ad format that uses keywords in order to target users based on their browsing history. "There aren't any platforms that I'm aware of that have both of those sitting in the same platform," said Mr. Kaplan, who worked at Google for 12 years in areas including search and DoubleClick prior to joining Pinterest in March. Target, which has advertised on Pinterest "for years" is one of the first big brands that could benefit from the shift.
Pinterest is set to offer "keyword search and audience-based buying" to advertisers, as it looks to take a share of the $29bn market ahead of its IPO. The company has been testing an ad format that uses keywords in order to target users based on their browsing history. Target, which has advertised on Pinterest "for years" is one of the first big brands that could benefit from the shift.