So far, 2015 has been the year of monetization for Pinterest. From the official launch of Promoted Pins in January to a flurry of new ad formats in May to the introduction of Buyable Pins in July, the company is pushing hard to cash in on its popular social network.
Today, the company continued that trend by announcing the hiring of a prominent advertising product manager from Twitter. Nipoon Malhorta, formerly head of Twitter’s brand advertising product team, has joined Pinterest to focus on the ad technology that powers Pinterest’s money-making efforts.
“Nipoon is a proven leader with the ability to execute and scale teams and revenue generating products,” Pinterest head of product for monetization (and Malhorta’s new boss) Jonathan Shottan said in a statement. “We are thrilled to have him as part of the team as we continue to grow and innovate on ads and commerce.”
Before leading brand advertising at Twitter, Malhorta ran Bing’s Whole Page Ranking product team, which is responsible for the Microsoft search engine’s composite search results and ad experience. He also was among the first engineers to work on Amazon’s S3 storage service.
Mahorta said he’s coming to Pinterest because of its great potential as an advertising platform. He pointed to Pinterest’s rich visual experience and an audience that spends a lot of time searching for products and is receptive to content from businesses.
“Other platforms have their own strengths that make them compelling advertising platforms,” he said in an email to Marketing Land. “But the unique combination of aspiration expressed by users along with a context that makes them receptive to discovering products and services in a rich medium didn’t exist until Pinterest. This brings unprecedented potential for businesses to connect with users in ways that feel relevant and natural. Fully realizing this potential will contribute to the growth.”
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