Pinterest Provides Valuable Opportunity for Marketers Amidst the Demise of Third-Party Cookies

Amidst the impending demise of third-party cookies and increasing privacy concerns, Pinterest is well-positioned to provide high-quality audience prospects for marketers. Pinners actively seek inspiration on the platform. Keyword searches and engagement with Pins, such as organizing ideas or saving to boards, generate valuable intent signals. This first-party, action-based data fuels the platform’s powerful interest and keyword targeting, providing a unique advantage over other platforms that rely heavily on cookie data. Marketers can supplement Pinterest’s highly-intentioned native audiences with their own CRM data and act alike modeling to create personalized campaigns that combat signal loss.

AdParlor POV:

From our perspective, we have observed excellent results from the campaigns where we employed a combination of interest-based targeting and custom audiences. For example, by optimizing these campaigns for outbound clicks, our client experienced significant success in terms of both outbound clicks and website sessions. By leveraging interest-based targeting, we were able to reach a relevant audience who showed genuine interest in the products being advertised. Additionally, incorporating custom audiences allowed us to target individuals who have previously interacted with our client’s brand, thereby increasing the likelihood of engagement and conversion.

Reddit Introduces Contextual Keyword Targeting and Product Ads

Reddit Inc. has announced the introduction of two new advertising features, Contextual Keyword Targeting and Product Ads, aimed at improving the platform’s advertising capabilities. Contextual Keyword Targeting enables advertisers to target specific keywords within relevant discussion threads, allowing them to reach users based on their interests and the content they engage with. Product Ads allow advertisers to showcase their products directly within the Reddit feed, providing a seamless shopping experience for users. These new features are part of Reddit’s ongoing efforts to enhance its advertising offerings and provide marketers with more precise targeting options while maintaining a positive user experience.

AdParlor POV:

We are excited about Reddit’s introduction of Contextual Keyword Targeting and Product Ads. These new features offer promising opportunities for our clients to reach highly targeted audiences on the platform. The ability to target specific keywords within relevant discussions allows us to tailor our clients’ ads to users who are actively engaged in topics related to their products or services. Additionally, the inclusion of Product Ads directly within the Reddit feed enhances the shopping experience and increases the likelihood of conversion. We look forward to leveraging these features to deliver more effective and personalized advertising campaigns for our clients on Reddit. If you are interested in exploring opportunities on Reddit, reach out to your Account Manager or contact us here.

Google Introduces AI-Generated Ads in Search Results

Google is introducing AI-generated ads, called Search Generative Experience (SGE), to boost Search ads’ relevance based on the context of a query. These ads use AI to generate paragraphs of information and relevant product suggestions based on user queries. For example, users can search “hiking backpacks for kids” on the new version of Google and the AI could respond with an ad for a particular backpack, along with tips for how to choose the best backpack for a child, Google said. They will be distinguished from regular search results with a ‘sponsored’ label. Google aims to prove that its search-based marketing options are compatible with AI technology, which is expected to disrupt the marketing industry.

AdParlor POV:

Key advantages of these AI-generated ads include time savings on manual ad creation/testing and improved conversion rates due to increased ad relevance.

Walmart Connect Expands In-Store Advertising with Demos, QR Codes, and Radio Ads to Boost Brand Engagement

Walmart Connect, the advertising division of Walmart in the United States, is beta testing two new in-store advertising formats as consumer buying habits post COVID-19 are shifting back to physical stores. Walmart is emphasizing its omnichannel capabilities by incorporating QR codes on shopping carts that can link to customized landing pages on to drive brand discovery and conversion. Additionally, the

Walmart Radio Network, which broadcasts in stores, is introducing ads for the first time, enabling advertisers to target their upper-funnel messages to specific locations and markets. This move by Walmart follows the trend of other retailers that are enhancing in-store offerings to provide brands with more opportunities to engage consumers in a “non-intrusive” way while they shop.

AdParlor POV:

Walmart Connect’s focus on expanding its in-store advertising capabilities is a strategic move that leverages the company’s extensive physical store network and taps into the growing demand for in-store and out-of-home advertising. Walmart Connect aims to provide marketers with an additional proven shopper marketing tactic to further solidify as a leader in the retail marketing space. The ability for Walmart to grow new offerings at scale provides the perfect opportunity for brands to realize their omni-channel goals, while establishing multiple consumer touchpoints that drive brand growth and purchases.

If you are looking to unlock growth and grow your business, we can help! Let’s chat

About AdParlor

AdParlor, an agency established in 2008 and now a division of Fluent (NASDAQ: FLNT), is a leading provider of data-driven digital media strategy and execution that unlocks explosive growth for world-class and disruptive brands.  Through our GrowthFuel framework we offer proprietary performance marketing solutions that have scaled our clients’ programs profitably, with our clients’ success being our sole agenda.  Our custom technology solves problems related to creative insights, creative production, real time cross-platform reporting and more.  Brands choose AdParlor because our unmatched expertise in ecommerce digital media delivers impactful full-funnel performance campaigns for profitable growth.