As Pinterest pushes further into performance advertising, measurement is central to proving its value to advertisers and winning more small-to-medium business spend.
That focus is reflected in Pinterest’s recent reorg, which includes the hire of Vik Gupta, who has joined the visual search platform in the newly-created role of vp and gm of monetization – a role that’s been designed to bring product, engineering and data science under one exec. Sumanth Jagannath, Gupta’s former Google colleague, has also joined Pinterest as vp of measurement.
Both are tasked with shoring up Pinterest’s efforts to be a permanent part of more media plans amid ensuing cutbacks in ad spending and mounting pressure from larger, deep-pocketed rivals. To do that, Gupta said the team is planning to work more closely with Pinterest advertisers’ existing measurement tools to make performance of its ads easier to verify and, in turn, encourage brands to increase spend if the results hold up. That push is also key for Pinterest to expand beyond large advertisers and win more ad dollars from SMBs and mid-market advertisers, where ease of use and clear performance signals are critical.
Continue reading this article on digiday.com. Sign up for Digiday newsletters to get the latest on media, marketing and the future of TV.