Pinterest is reportedly seeking help from news outlets and other publishers in selling ads.
The social media platform is testing a new program to sell ads on Pinterest pages using an ad auction system, according to a report Monday (July 29) by Seeking Alpha, which itself cited a paywalled story by The Information.
From there, publishers would share ad revenue with Pinterest, said Jeremy Jankowski, the company’s publishing head for North America. According to the report, Pinterest aims to capitalize on the relationships publishers have with advertisers, while also giving publishers the chance to work with more advertisers on larger deals.
The report also noted that executives at TikTok have recently been in discussions with digital media companies about a deal to sell custom video content to advertisers.
Meanwhile, the report added, LinkedIn’s Wire Program, which lets outlets sell ads in front of the videos they distribute, recently moved into beta testing.
A LinkedIn spokesperson told The Information that while publishers share revenue with the company, they are solely responsible for the ad sales, though the company is exploring a joint selling agreement.
Meanwhile, PYMNTS wrote earlier this month about these platforms’ attempts to drive revenue through in-person retail pop-ups.
For Pinterest, that meant its holiday season partnership with Anthropologie, where visitors could visit a home in Brooklyn outfitted with QR codes for shopping throughout, based on popular trends on the social media platform.
TikTok, for its part, has turned to in-person pop-ups to capture consumers’ retail purchases as well as their live event ticket spending, teaming up with cosmetics company Rare Beauty in April, and hosting a live music pop-up in London’s King’s Cross featuring emerging artists.
“Pop-ups provide an opportunity for brands to create immersive, multi-sensory experiences that digital platforms alone cannot offer,” PYMNTS wrote. “These experiences foster a deeper emotional connection with the brand, which can be crucial for building loyalty and driving sales.
“Additionally, the pop-ups are designed to be shareable on social media, creating a feedback loop that benefits both the platform and the participating brands,” that report added.
In all, social media apps are becoming more and more involved in retail, with younger generations disproportionately engaging with social commerce, according to the PYMNTS Intelligence report “Tracking the Digital Payments Takeover: Monetizing Social Media.”
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