Pinterest’s ad marketplace is expanding its borders. The Wall Street Journal reports today that Pinterest is opening its advertising platform overseas, enabling those in the United Kingdom to utilize its self-service platform to purchase ads for the millions of UK users the image sharing social network serves.
Pinterest has been heavily focused on building out its monetization priorities overseas, following in the footsteps of Facebook and Twitter. The two networks have about 80% and 75% penetration, respectively, overseas, according to the WSJ. Additionally, Facebook and Twitter derive 50% and 35% of their revenues, respectively, from international ads. With Pinterest serving 100 million users globally, an international ad expansion is a logical step, especially if the image-sharing network intends to IPO down the road.
The company generated approximately $100 million in revenues using its self-serve marketplace last year, according to a source referenced by WSJ. This was primarily done through Pinterest’s self-serve marketplace, which enables any marketer of any size business to purchase ads through an automated system, bypassing the need to work with a human at the company, and making it easy for smaller brands to still have a sizable reach.
Pinterest presence in the UK is growing. Its user base has grown by nearly half in the past year alone, and UK users have pinned more than two billion images since its UK launch three years ago.
UK ad launch partners include supermarket chain Tesco, home decor site Made.com and retailer John Lewis.
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