Pinterest Inc. today rolled out more than 5,000 interests that retailers and brands can use to aim ads at shoppers. That’s roughly a tenfold increase from the number of interests it previously offered.
The new targeting options draw upon the tool Pinterest bills as the “Pinterest Taste Graph,” which is an artificial intelligence tool that seeks to help the platform—and, in turn, retailers and brands—understand consumers’ evolving tastes, preferences and interests.
“We’ve built the Pinterest Taste Graph on the world’s largest collection of human-curated links—over 100 billion Pins—and the trillions of interactions people have with them every week,” John Milinovich, a Pinterest product manager, writes in a blog post. “Whenever someone searches with us or saves a Pin, we refine our understanding of what they’re into.”
Pinterest, which previously used the Taste Graph to offer pinners recommendations, recently updated all its interest-targeted campaigns to make use of the tool.
“Not only will you be able to reach groups of pinners using a more versatile, expanded set of interests based on their precise tastes, the addition of the Taste Graph will make all your Pinterest campaigns run more effectively,” Milinovich writes.
Incorporating the Taste Graph into its interest targeting has helped businesses generate “great results,” he writes.
The thousands of new interests will become more broadly available over the next few weeks through the Pinterest Ads Manager, Pinterest marketing partners or a Pinterest account manager. Pinterest plans to continue adding interests as the Taste Graph grows.Favorite