""At this stage, we really need to demonstrate trust and clarity in ad performance, which means leaning in heavily on measurement and attribution.""
""So making sure that when advertisers plan their next ad campaign, they know this is a place they're going to get access to a great audience and incremental sales.""
""Currently, just 15% of Pinterest's revenue comes from SMBs, highlighting the size of the opportunity if measurement and accessibility efforts pay off.""
Pinterest is enhancing its performance advertising by prioritizing measurement to demonstrate value to advertisers. The company has reorganized its team, hiring Vik Gupta as vp and gm of monetization and Sumanth Jagannath as vp of measurement. Their goal is to integrate product, engineering, and data science to improve ad performance verification. Currently, only 15% of Pinterest's revenue comes from small-to-medium businesses, indicating significant growth potential if measurement efforts succeed. Tools like 'Promote a Pin' aim to simplify ad participation for more advertisers.
Read at Digiday
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