Challenge

As third-party cookies were restricted due to privacy concerns and marketers reduced ad spend, Pinterest wanted to highlight the value of its first-party user data to advertisers.

When Pinterest users find ideas that inspire them, they save (or pin) them to boards, providing valuable first party user behavior data for contextual targeting not reliant on cookies.

To demonstrate this advantage, Pinterest needed data-backed evidence that its platform performs better than others without third-party cookie data.

Solution

• Conducted a data science study showing Pinterest yields 45% higher return on ad spend (ROAS), 2x more site visits, and 10x more searches compared to social platforms reliant on cookies alone.

• Conducted an advertiser research study that found 45% of advertisers have used the same media strategy for the last 5 years, making it urgent for them to rethink their media spending when cookies go away.

• Leveraged advanced AI techniques to inform results including GANN analysis for ad results, simulated platform lift analysis, and brand decay marketing mix modeling.

• Combined the results of these study to refresh Pinterest’s value proposition.

Impact

• Created the data-based evidence to position Pinterest as a leading place to get the best return on ad spend (ROAS) once cookies go away in 2024.

• Updated marketing materials, sales pitches, and executive positioning.

• Touted by executives in Pinterest’s Global Advertiser Summit and Investor Day.

• Published an article + white paper to promote findings:

  • Ad Age Article “How Pinterest Helps Marketers Thrive in a Cookie-less Age”

  • Accenture POV “A Game Changer for Advertisers”