Facebook and Pinterest enhance marketing offerings with targeting, location features

The social platforms are enticing more marketing pros to spend their budgets on ads that reach users that are browsing products and consumers that enter brick-and-mortar locations.

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Facebook and Pinterest are advancing their ad platforms—and exposing those platforms’ maturity levels in doing so.

Pinterest is adding ad features that users can already find in more mature ad platforms like Twitter, Google, Instagram and Facebook.

The company is expected to allow advertisers the ability to target users who have shopped on a brand’s site, logged in to a brand’s mobile app or opted in to sharing their email address with a brand.

For instance, if a buyer puts something in their shopping cart on a website but doesn’t purchase it, advertisers will be able to target that user with an ad. The thought is that since Pinterest is a more commerce-focused platform than some of the other social sites, that customer would then be more likely to follow through with a purchase.

Pinterest will also enable marketers to use Lookalike Targeting to reach audiences. This helps brand managers find and target users that have similar demographic characteristics to an existing set of customers. Frank Fumarola, product manager at Pinterest, told Advertising Age:

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