Pinterest Added New Measurement Options From Oracle Data Cloud’s Moat and NinthDecimal

They will analyze viewability and foot traffic, respectively

Pinterest has averaged 90 percent viewability for its in-app ads mphillips007/iStock

Pinterest announced two new measurement options Monday morning: Oracle Data Cloud’s Moat for viewability, and NinthDecimal for foot traffic.

Head of measurement sciences and insights Gunnard Johnson said in a blog post announcing the two new options that Pinterest has averaged 90 percent viewability for its in-application ads since teaming up with Moat on this metric, compared with the measurement company’s industry benchmark of 57 percent, adding, “Viewability typically translates to better results for advertisers, and we’re excited to partner with Moat to help marketers see the impact of a visual-first platform.”

Johnson added that Moat solutions have been rolled out for standard Promoted Pins, and testing has begun with Pinterest’s Promoted Video ad formats.

Moat has been a Pinterest measurement partner since 2016.

Pinterest and new partner NinthDecimal have already analyzed billions of ad impressions across verticals including retail, auto, entertainment, quick-serve restaurants and consumer packaged goods, finding that 93 percent of campaigns drove positive lifts in foot traffic.

Johnson added, “In our studies, brands showed high rates of new customer growth: 51 percent to 69 percent of people visiting a brand’s store were new customers. Because we’re showing people contextually relevant ads, they’re more inclined to act on them.” David Cohen is editor of Adweek's Social Pro Daily.