Collecting Technical Details: Everything from log or cookie data to what type of mobile device you use, provides information to Pinterest. If you spend hours browsing photos of puppies online, don’t be surprised if a pin from a vet or a dog groomer appears on your page. Creepy? Maybe. But in the mind of Pinterest, they just want to show you relevant information that will further your interest in taking action with a specific brand.
Sharing Information: When websites feature “Pin It!” buttons, all those clicks to site are logged by Pinterest, furthering how they determine which pins to show specific users. Having the ability to gather information allows Pinterest to optimize promoted pins for specific targeting. They receive information from their partners and advertisers that help them hone in on the process.
Using the Information: Now that Pinterest has a bit of background on their users, it’s up to them to offer customized content to those users. Things like, suggested boards, promoted pins, e-mail notifications or ads that may be of interest are all tailored to each user. This is excellent for marketers because that means you can put your content in front of the right individuals. See the explanation below.
Fighting the System: Unlike other social platforms, Pinterest allows users to have a choice in the matter. If you don’t want them using your information for targeted pins, you can change a number of things in your account settings. You can unlink your profile from social accounts, create secret boards, turn off website personalization and turn on “Do Not Track” on your account. While it may seem like an invasion of privacy at first, giving advertisers the inside scoop allows them to effectively share relatable and useful content with the users who are actively looking for the information.
If you haven’t explored Pinterest yet, start by checking out Yakkety Yak’s page for content news, business tools and more.