Tim Peterson says, “Facebook started a trend in August 2012 when it announced the ability for brands to target ads on the social network to people in brands’ customer databases. Since then a version of the ad-targeting option has been adopted by Twitter, Google, LinkedIn and now Pinterest.

Pinterest will start letting brands upload lists of customers’ email addresses in order to target ads to the 100 million people that use the social network each month. As with the other companies’ examples, Pinterest will match those email addresses against the email addresses attached to its users’ accounts and will use an encryption process called “hashing” to match the two databases without exposing the raw personally identifiable information. Brands can use this customer database targeting in tandem with Pinterest’s other targeting options, which are also at the center of the company’s news on Tuesday. Those other targeting options include interest categories, the number of which being expanded exponentially and which can now be paired with keyword targeting”.

Pinterest lets brands target ads to people in their customer databases

Marketing Land

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