Pinterest Says It'll Up Its Ad Game in 2015

[engine]

Having built a huge resource of user behaviour it's going to be easier for the business to market that data to potential advertisers.

I'd be interested to see how it evolves through this year.

Social bookmarking service Pinterest says it’s planning to up its ad game in 2015, and hopes to turn the detailed behavioral data it collects about is users into powerful ad opportunities for marketers.

Pinterest officially launched an ad product in December, called Promoted Pins, but so far that service has only allowed advertisers to target messages to users based on simple criteria such as their demographic information or the devices they use.

Speaking at AdExchanger’s Industry Preview event in New York City on Wednesday, however, the company’s head of operations, Don Faul, said improving its ad targeting is now a priority for the four-year-old company.

“The focus this year is on unlocking the potential of our intent data”, Mr. Faul explained, in reference to the fact many Pinterest members use the service to bookmark items they’re considering purchasing.Pinterest Says It'll Up its Ad Game in 2015 [blogs.wsj.com]