Pinterest Brings Its Visual Discovery Technology to the Advertising Side

Ads using visual discovery technology will begin to appear in Related Pins and Instant Ideas immediately, with Shop the Look and Lens to follow

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The technology behind the three visual discovery tools Pinterest introduced in February—Lens, Shop the Look and Instant Ideas—is now being used to help advertisers optimize their Promoted Pins.

Pinterest president Tim Kendall made the announcement at TechCrunch’s Disrupt NY 2017 event in New York Tuesday.

The social network said in an email to Social Pro Daily that in the same way the visual discovery technology is used on organic content, it recognizes characteristics within images—colors, shapes, textures—and determines which of those characteristics makes the pictured products unique.

Advertisers will reap the benefits of the addition of visual discovery technology without having to do anything, Pinterest said.

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