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.
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. Among Pinterest users, 55% search for items on its platform and 75% of repinned content from brands. Target, which has advertised on Pinterest "for years" is one of the first big brands that could benefit from the shift.