Send audiences to Pinterest Ads

Use a segment to build an audience that meets the criteria for how your brand wants to advertise on Pinterest. Send the list of email addresses associated with that audience to Pinterest using a campaign, after which that list of email addresses will be available in Pinterest Ads as a customer list.

A customer list is associated with an audience in Pinterest, after which your brand may use that audience to advertise on Pinterest.

Amperity will create the customer list (if it does not already exist), and then add email addresses to that customer list OR Amperity will update the customer list (if it already exists) so that it matches the list of email addresses that were sent from Amperity.

Note

An existing customer list should be empty the first time Amperity sends a list of email addresses.

When a customer list is not associated with an audience in Pinterest, Amperity will create an audience using the same name as the list name that was used in Amperity, and then attach the customer list that is managed by Amperity to that audience list.

Note

A customer list must contain at least 100 email addresses that are associated with a Pinterest account before it can be associated with an audience.

About Pinterest API endpoints

Amperity uses a combination of endpoints in the Pinterest API:

• The create audience endpoint to create an audience that can be used to reach specific groups of users in Pinterest. This converts a customer list into the CUSTOMER_LIST audience type.

• The create customer list endpoint to create a customer list from a list of SHA-256 hashed email addresses sent to Pinterest from Amperity.

• The update customer list endpoint to manage the list of email addresses in a customer list.

Pinterest applies standard access rate limits; Amperity can read from existing customer lists at up to 1000 calls per minute and can write to customer lists at up to 400 calls per minute.

Changes to audiences are not immediately available in Pinterest. Allow for up to 48 hours after the point at which Amperity has finished sending audience updates for them to be available.

Note

Ask your DataGrid Operator or your Amperity representative for help configuring Pinterest as a destination to which you can send campaigns for customer activation.

Build a segment

Use the Segment Editor to build any audience using a series of drop-downs and picklists.

As you define the attribute profile for an audience be sure to refresh segment insights to see how many customers match your audience and to see how much value they bring to your business.

When the segment is ready, activate it, and then use it use it in a campaign to send to your preferred destinations for customer activation.

Tip

Be sure to exclude the following from a segment:

1. Users who have opted out of targeted advertising on Pinterest

2. User activity from an app and/or website

3. Additional profile information, such as names, phone numbers, or physical addresses

Which attributes should you use?

You can use any attributes in your customer 360 database to define the audience your brand wants to send to Pinterest.

Amperity will send a list of SHA-256 hashed email addresses that matches the audience you have defined to Pinterest, after which they will be available in Pinterest Ads as a customer list.

Add to a campaign

Use the campaign editor to configure Amperity to send data to Pinterest. Add a segment, define exclusions and sub-audiences, and then define the audiences that will be sent to Pinterest.

Tip

Email addresses most often lead to the best match rates!

You may include, in addition to email addresses and phone numbers, mobile advertiser IDs (MAIDs) if they are available. Associate the MAIDs for Apple devices to IDFA and MAIDs for Google Android devices to AAID.

To add Pinterest to a campaign

	Open the Campaign Editor. This is available from the Campaigns page. Click the Create campaign button in the top right corner of the page.
	Assign Pinterest as a destination for at least one treatment group. Note You may need to edit the attributes for the sub-audience to ensure Amperity is sending the right data to Pinterest.
	Click Edit attributes to review the attributes that Amperity will send to Pinterest. Pinterest requires email addresses; Amperity applies SHA-256 hashing to email addresses automatically. Amperity pre-selects the list of attributes that may be sent to Pinterest. The Edit attributes page for Pinterest is similar to: Note The Merged Customers table is the default table from which data is sent to Pinterest, even though segments are often built against the Customer 360 table. This is by design. The Merged Customers table is the underlying table for customer profile data and is the source for all customer profile data that exists within the Customer 360 table.

Configure default attributes

Each unique destination that is configured to send data to Pinterest may be configured to have a set of default attributes that will sent to Pinterest every time this destination is associated with a treatment group in an active campaign.

Default attributes may be configured for a destination by clicking the Default attributes link next to the Create campaign button on the Campaigns page.

The source table is set to Merged Customers for most attributes. Your brand may configure each attribute to be pulled from the source table that best represents how your brand wants to use the attribute in Pinterest.

Pinterest has the following requirements for attributes.

Source attribute	Destination attribute
email	email

Product catalogs

To make your product catalog available as a data source to Pinterest, for the purpose of enabling Pins, configure an SFTP server with the file that contains the product catalog in a location that is accessible as a URL by a user-agent.

Provide that URL to Pinterest. Pinterest will validate the file and create a product Pin for each item in your product catalog that passes validation, up to 20 million rows.

If your product catalog is already accessible from a URL you can configure Pinterest to use that location. Alternately, you can output your product catalog from Amperity, and then send it to an SFTP site that is configured to allow access to Pinterest.

Pinterest will update your product catalog every 24 hours by reloading the file. Update the file that is in the location from which Pinterest pulls your product catalog to refresh your product catalog on Pinterest.