Pinterest is testing a new program that could reshape advertising strategy, leveraging the relationships and expertise of news outlets and other publishers.
Why we care. This move creates a new offering for advertisers of potentially more targeted and effective ad placements.
Details:
- Pinterest is exploring an ad auction system on its pages, with revenue sharing for publishers.
- The company aims to tap into publishers’ existing advertiser relationships.
- Publishers could gain access to larger deals and a wider advertiser base.
Zoom out. Other social platforms are making similar moves:
- LinkedIn’s Wire Program. which allows publishers to sell ads on distributed videos, is in beta testing.
Between the lines. These initiatives reflect a broader trend of social media platforms diversifying their revenue streams and enhancing their value propositions to advertisers.
What to watch. The success of these programs could influence future collaborations between social media platforms and traditional publishers.
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About the author
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career started with
delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech.
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.
