Pinterest is changing the way it sells ads, letting marketers in the US and the UK buy ads through its auction based on how much they’re willing to pay for each impression.
Ad space bought in this way will be eligible to appear in the same places as Pinterest’s other auction-based ads, such as within search results, in people’s home feeds and within category feeds.
Previously, advertisers buying Pinterest ads through its ad auction could only bid based on how many people click on or engage with their ads. CPM (cost per thousand impressions) ads were only available on a fixed priced basis.
This usually works well for direct response adverts, such as ecommerce sites looking to get a visit or a purchase from a viewer, but less so for branding campaings.
Meanwhile, the company also added that marketers can now add frequency capping, which will allow them to specify the maximum number of times a person can see their campaign.
Home Depot, JCPenney and General Mills had been testing the new model prior to today’s rollout, according to Pinterest.