Pinterest tests a new revenue sharing advertisement model for publishers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 02, 2020, 12:05 PM UTC

Tastemade is the first publisher to sign on to the deal, while American snack brand Fritos is funding the early trial.

Pinterest is experimenting with a new co-sell advertisement model that will enable the platform to split the revenues with the publishers. This model will largely feature video ads and will let high-performing publishers create videos in their own styles.

The social platform will provide brands with users' first party-data and insights into trending topics, to help create high-performing video content on the platform. Though information regarding the revenue-split has not been disclosed yet, both Tastemade and Pinterest said the publishers would earn less than the platform.

Tastemade’s head of sales and brand partnerships, Jeff Imberman said Pinterest's tremendous knowledge about its user behaviour appealed them for collaboration. He also added that under the arrangement, Tastemade would handle creative aspects like video production.

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