Pinterest Ads Are Coming To Users' Home Feeds
More Pinterest users will be seeing ads in their feeds, the company announced on Tuesday. The ads will come in the form of “Promoted Pins,” which Pinterest has been testing in search results and category feeds. Now the ads will appear in other locations, including the home feed for U.S. users.
Because the home feed is the first thing users see when they visit Pinterest, this move will make Promoted Pins far more visible, which will likely draw more advertisers to the platform.
With native ads running in the home feed, it’s important to make sure the Pins shown are still relevant to users’ interests. To do this, Pinterest has been building technologies to get to know its users and aid in recommendation and personalization. The company has acquired some other startups to help it accomplish this, including image recognition and visual search startup Visual Graph, and machine learning and recommendation engine Kosei.
In a blog post, Pinterest’s product manager Annie Ta stressed the importance of quality control: “Of course, if you don’t like a Promoted Pin, you can always hide it from your feed and tell us why you didn’t like it. We’ll use your feedback to improve what you see in the future.”
Promoted Pins will be labeled “Promoted” for full disclosure.