Marketing Digest

Pinterest to Release New Policy that Aims to Enhance Promoted Pins

Marketing Digest Writing Team

Pinterest Will be Making Promoted Pins More Relevant to Users

Pinterest has released a preview of its updated Privacy Policy today. This new policy will be made public a month from now on October 19. Julie Park announced the release on the Pinterest Blog.

Pinterest started experimenting with Promoted Pins in May of this year. With a small group of U.S. brands, a paid test was rolled out in their search and category feeds. Through the test, Pinterest was able to determine if Promoted Pins were “tasteful, transparent, relevant and improved” based on Pinners’ feedback.

However, several users reacted negatively to Pinterest’s move in May, as they disliked that there was no way to opt out of showing unrequested ads in their feeds—unless they paid for a subscription that gave an ad-free experience. As a result, Pinterest decided to update their Privacy Policy. Two improvements were added to the new policy:

  1. Promoted Pins will be made more relevant to users. Only brands users have shown interest in will appear in their feeds. Pinterest also wants to add information that advertisers share to show users Promoted Pins that don’t seem “random or distracting.”
  1. Advertisers will also be able to understand the effects of their ads on their businesses. Pinterest will be reporting necessary information to advertisers so they can determine how frequently their ads are displayed on Pinterest, or how many users, after clicking a Promoted Pin, purchase a product.

Additionally, users may adjust their account settings to prevent Pinterest from using information from advertisers to customize the Promoted Pins appearing in their feeds. Do Not Track (or DNT)—a privacy reference—is supported by Pinterest to give users control over their shared data.

More information on how Pinterest improves the browsing experience for both advertisers and users can be found in the “Legal and Privacy” section of its Help Center.

What do you think of Pinterest’s move to make Promoted Pins more relevant to users? Will it also be beneficial to advertisers? State your opinions below in the Comments section.

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