Pinterest always presents itself as a unique social media platform. This visual discovery engine may not be as popular as Facebook, Instagram, and Twitter but it has always been a go-to site to search for ideas and inspirations. Last May, Pinterest launched a brand campaign video to expand people’s interest in the platform. It was aired on TV within Japan, the UK, and the US. The platform highlighted its ads, AR try-on, B2B campaign, Lens camera search, and virtual test drive of a car. As it further enhances its eCommerce features, Pinterest earns brand safety certification from TAG.
The Trustworthy Accountability Group (TAG) is a leading global initiative to boost digital trust and fight online criminal activity. Its mission is to eliminate fraudulent traffic and share threat intelligence for brand safety. TAG extends across APAC, Europe, Latin America, and North America. Quoting TAG CEO, Mark Zaneis: “Pinterest has demonstrated its commitment to protecting its partners and users by adopting industry best practices against inappropriate ad placement and other brand safety threats.”
In the last quarter of 2020, interest joined the Global Alliance for Responsible Media (GARM). As a brand safety advocate, it prompted Pinterest to work with 3rd-party auditors to meet TAG’s rigorous standards. The review has confirmed the following:
- All new Pinterest ads adhered to TAG’s Brand Safety Principles.
- All monetizable transactions are reviewed using inclusion and exclusion lists to detect fraudulent sites.
- All policies and procedures are clearly documented to avoid ad misplacement.
- Pinterest designated a TAG compliance offer and will attend TAG’s Brand Safety Certified training every year.
In line with the certification, Pinterest launched a Brand Safety Hub outlining its multi-year efforts to keep the brand safe. Pinterest believes that people need to feel safe first before getting inspired.
Pinterest earns brand safety certification from TAG on 29 June 2021.
Implications for Marketers:
There is no wonder why 91% of pinners look at Pinterest as a positive place. Earning a TAG brand safety certification means safety and security among 478 monthly active users (MAUs) of Pinterest. This is also a signal for marketers to boost branding on the platform. Pinterest can be a great option to promote products and services under a safe and secured social eCommerce site.