In March we shared information about our plans for iOS14 and guidance for advertisers. Since then, the landscape has continued to evolve and we’ve learned more about Apple’s changes with the release of iOS14.5. As such, we are adjusting our plan.
In early June, we will begin to leverage Apple’s App Tracking Transparency Framework (ATT). For Pinners who opt-in, we will collect and use IDFAs in our advertising solutions.
As a platform where people come with natural intent to search, save, and plan around interests, we’re also able to use these rich on-platform signals to make continual improvements to our various advertising solutions. These first-party signals are unaffected by Apple’s iOS14 changes and will ensure that advertisers are able to continue reaching relevant Pinners looking for content and inspiration from brands.
Our priority is to maintain a positive, inspiring, and relevant Pinner experience, while also providing our community with transparency and choice. Our Pinners have the ability to review and adjust ads personalization through their
Based on the change we’re making, we expect there to be varying degrees of impact for advertisers on audiences, measurement and reporting, and conversion campaigns.
For audience solutions that rely on off-platform signals, we expect there to be a reduction in audience size from Pinners who opt-out. These solutions include the following:
We’ll continue to offer first-party solutions such as the
For additional guidance on next steps across audiences, measurement, and conversion campaigns, please reference the
We recommend that advertisers monitor performance to best evaluate next steps. You can review specific actions for each solution below.
While advertisers may observe decreased audience sizes for solutions that use off-platform signals such as customer lists and visitor retargeting, it’s important to remember that we offer a wide variety of audience solutions that use our on-platform signals, which are unaffected by iOS14 changes.
Pinterest’s rich on-platform signals power our audience solutions including
We recommend that advertisers continue to closely monitor their campaign performance by segmenting their reporting by device type (specifically iPad and iPhone). This will help you understand whether any changes in performance are related to iOS14, which allows you to then implement specific optimizations to your campaigns. As a reminder, since Android is not impacted by the iOS14 changes, you should observe no immediate changes to Android-based campaigns and metrics.
- Log into your Pinterest business account
- Click Ads at the top of your screen, then select Reporting
- Click into Ad groups or Ads
- Above the data table, click Targeting and select Device
- Log into your Pinterest business account
- Click Ads at the top of your screen, then select Custom reports
- Click into a report template and scroll down to Targeting breakdown
- Click By device
In addition, we recommend that advertisers who are sending conversion events to Pinterest explore using our first-party conversion solutions, including the Pinterest tag, Conversion API, and Conversion Upload. To get started, review the implementation instructions for the
If you’re running a conversion campaign, we do not foresee any major changes needed to your campaign setup at this time. As a best practice, we recommend that you continue to closely monitor your campaign performance following the guidance provided in the
We’re continuing to invest in solutions that will help our advertisers reach their business goals. Some of the areas that we’re exploring and investing in are detailed below in the FAQ section. As new products become available in the coming months, we’ll communicate these updates to help ensure the continued success for advertisers on our platform. Additionally, as iOS14 continues to evolve, we will continue to monitor and evaluate any new changes, and update our guidance accordingly.
Based on the changes that we’re making to use Apple’s App Tracking Transparency framework, we expect there to be varying degrees of impact across audiences, measurement, and conversion campaigns. We recommend reviewing the guidance in the What advertisers should do section above for additional details.
Targeting solutions that use on-platform signals such as interests, search behavior, and engagement audiences will not be affected by this change.
Audience solutions that use off-platform signals, including customer lists, dynamic retargeting, and visitor retargeting, may observe decreases in audience size. We recommend reviewing the guidance in the What advertisers should do section above for additional details on next steps.
No. We made the decision to remove mobile app install ads last year, prior to the iOS14 announcements.
We’re continuing to invest in solutions that will help our advertisers reach their business goals. Some of the areas that we’re exploring and investing in are detailed below.
- Investment in Pinterest audience solutions: As mentioned above, we have rich on-platform signals that are unaffected by Apple’s iOS14 changes. We will continue to use these signals to make improvements to our audience solutions, and ensure that advertisers are able to continue reaching relevant Pinners looking for content and inspiration from brands.
- Investment in Pinterest measurement and reporting solutions: We are making updates to our first-party measurement solutions that will ensure that advertisers can continue to have visibility into the performance of their campaigns. In addition, we are exploring and developing various privacy-centric frameworks and solutions that will help advertisers continue to accurately measure their campaign performance.
- Evaluation of Apple’s measurement solutions: Apple has continued to release updates to their measurement solutions, including SKAdnetwork and Private Click Measurement. We’re evaluating these updates on a regular basis and will continue to assess the feasibility of an integration.
The above is only a subset of the various improvements that we’re making to our advertising products. As new products become available in the coming months, we’ll communicate these updates to help ensure the continued success for advertisers on our platform.
Apple’s SKAdNetwork is currently specific to app installs and the measurement of subsequent in-app events. Given that we deprecated the ability for advertisers to promote their mobile apps through app install ads earlier in 2021, this isn’t currently a relevant solution. We're continuing to monitor Apple's announcements, and will evaluate the feasibility of supporting SKAdnetwork depending on the enhancements made.