Pinterest Partners with Zillow on Ad Targeting

Pinterest and Zillow Form New Advertising Partnership

Pinterest and real estate marketplace Zillow announced a new partnership on Wednesday. The collaboration will enable Zillow Elevate advertisers to target Pinners through Pinterest’s Media Network Connect option.

This move connects Zillow’s advertising tools with Pinterest’s platform to help brands reach users interested in housing-related topics.

How Media Network Connect Works

Pinterest’s Media Network Connect is available within Pinterest Ads Manager. It allows external media networks to securely share first-party audience segments, product catalogs, and conversion metrics with brand advertising partners.

Through this setup, the partnership with Zillow lets advertisers display their ads to Pinners based on Zillow consumer segments. This provides another method to reach potentially interested shoppers across different categories.

Official details appear in Zillow’s announcement and Pinterest’s Media Network Connect overview.

Zillow Consumer Segments Available for Targeting

Zillow Elevate partners will be able to target users based on 34 different Zillow consumer segments. These include buyers, renters, sellers, and homeowners. Specialty groups such as fixer-upper shoppers and recent homeowners are also part of the options.

Pin advertisers can now reach these groups with increasingly targeted campaigns.

As explained by Zillow: “Drawing on real data regarding Zillow users’ behavior and more than 200 housing-related signals, rather than broad demographic assumptions, brands can reach specific audiences with high precision.”

Statements on User Intent and Brand Opportunities

Zillow highlighted how the partnership aligns with user behavior on the platform. “People dream about their next space for months, pinning paint colors, saving fixer-upper inspiration and planning renovations before they ever sign a lease or close on a house,” Zillow said. “Pinterest is where people intentionally plan what’s next. Now, Zillow Elevate is making it possible for brands to meet future homeowners and renters right when inspiration strikes.”

The partnership offers a direct focus on home buyers, décor planners, and renovators while providing specific real estate data and insights. It represents another way for Pinterest to grow its ad business and use external insights and tools to drive improved ad performance.

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