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Pinterest gives marketers new tools to target users

Pinterest continues to roll out a steady stream of clever updates for marketers.

The latest: three new ways to reach and target Pinterest's growing, often well-heeled, audience. 

Stay on target

Pinterest announced the new features, Customer list targeting, Visitor retargeting, and Lookalike targeting, in a blog post.

Customer list targeting lets marketers use mobile IDs and email addresses to serve ads to users. The feature is similar to Facebook's Custom Audiences and Twitter's Tailored Audiences.

Until now, marketers could only access user data such as location, gender, keywords, and interests when targeting ads.

Visitor retargeting

Visitor retargeting lets marketers reach users who've visited their website, while Lookalike targeting lets you connect with new, larger groups of users who look and act in a similar way to your audience.

The latter feature resembles Facebook's Lookalike Audience feature.

Engagement goes up

Pinterest says brands who've used its new targeting tools have see clickthrough rates increase by up to 63%. 

With 55% of users now visiting Pinterest to shop, expect to see more fine tuning for Pinterest marketers in the pipeline.

To find out more visit business.pinterest.com.

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