Pinterest is now allowing advertisers to bid on a CPM (cost per thousand impressions) basis, and the social network also introduced frequency capping, providing control over the number of times individual users see those campaigns.
The new auction-based CPM campaigns have been in testing with advertisers including The Home Depot and General Mills, Pinterest said in an email to SocialTimes, adding that the option is now open to all advertisers in the U.S. and U.K.
Jenny Chiu, who works on partnerships for Pinterest, offered more details in a blog post:
Now you can bid on a CPM basis and we’ll optimize how we deliver your ads to reach more people. You can also specify the maximum number of times someone sees your campaign. By using this new solution, you’ll get more impressions for your campaigns at more efficient rates and drive higher results.
Pinterest advertisers: What are your thoughts on these new options?