Pinterest has announced a new ad partnership with Google. Designed to boost its ad revenue, the collaboration makes Google Pinterest’s second third-party ad partner, following the image sharing service’s multi-year partnership with Amazon made public last year.
The partnership will allow ads to be served on Pinterest via Google’s Ads Manager, directing users to complete their purchases directly via the platform when they encounter a relevant ad.
For advertisers using Google Ads to run their campaigns, the collaboration offers the chance to broaden their reach and engage with Pinterest’s active, high-value consumer base – hopefully improving conversions and increasing return on investment (ROI).
As with the Amazon integration, the Google integration is expected to be phased-in gradually over several quarters, with the initial rollout beginning a few weeks ago.
Reportedly, despite 80% of Pinterst’s users being based outside of the US, international sales only drive 20% of the brand’s revenue. Pintererst executives believe this latest partnership will correct this deficit and boost international revenue.
Pinterest CEO Bill Ready, said: “This partnership will focus on monetising several of our currently un-monetised international markets by enabling ads to be served on Pinterest via Google’s Ad Manager.
“We went live a couple of weeks ago, and this is starting to ramp up. Third-party ad demand is scaling as we anticipated.”
This article first appeared on Performance Marketing World
