Pinterest explores ad tech partnerships to boost sales

Pinterest has opted to expand its advertising reach by forging partnerships with external ad tech firms such as Index Exchange and Criteo, rather than acquiring an ad tech company, after considering but ultimately rejecting several potential acquisitions. This strategic shift aims to open Pinterest’s ad sales to third-party platforms, making its inventory more accessible to a broader range of marketers, including smaller advertisers. The partnerships are expected to enhance Pinterest's competitiveness against digital advertising giants like Meta and Google by increasing efficiency, reach, and the potential for precision targeting in sectors like retail and e-commerce. Analysts view this move as a way for Pinterest to boost revenue, especially in a cautious ad spending environment, while indicating the company’s growing openness to programmatic advertising models. The company is still experimenting with external ad partnerships and has not confirmed a permanent change to its ad strategy. Industry observers see this as a significant evolution in Pinterest's approach to digital advertising.