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Marketers to bid to display “promoted pin” messages on Pinterest, as the social network ramps up its ad capabilities

Pinterest is set to boost its ad capabilities with the roll out of a system which will allow marketers bid to display promoted Pins.

The system, which looks to open up Pinterest advertising to smaller companies, will allow advertisers to only pay when someone clicks on an ad.

Don Faul, the company’s head of operations, told the Wall Street Journal that the cost-per-click ads have been tested by a few brands, including Vineyard Vines and Shutterfly, and will be rolled out to more marketers later this month.

Faul suggested that the ads on Pinterest will do well, because many of the users create boards that suggest a purchase – for example, a wedding board, or home improvements.

“People use Pinterest when they are thinking or dreaming about the future,” he stated, adding that this meant they already had an intent to purchase.

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