Pinterest is pushing further into commerce at its recent global advertiser event, Pinterest Presents. The company announced a set of new features designed to bridge online inspiration with real-world purchases and give brands new ways to capture shopper intent.
Top of Search ads go global
A cornerstone of the update is the Top of Search ad format, now being tested on all markets where advertising is available. The ads appear among the top ten search results, a space Pinterest says accounts for about 45% of all clicks. The company notes that 96% of the platform’s most common queries are generic and brand-free, creating a prime moment for brands to appear when users are most open to discovery. In beta testing, the format delivered an average click-through rate (CTR) that was 29% higher than standard campaigns.
Bridging online inspiration and local purchases with Local Store Stock
Another feature aims to close the gap between digital inspiration and real-world buying: ads that reflect stock and pricing from nearby stores in real time. Retailers can showcase current prices and in-store availability for products in a user’s vicinity, helping drive foot traffic and conversions. This local-first approach extends Pinterest’s shopping ambitions beyond screens and into neighborhoods.
Media Network Connect: a unified self-service data hub
To simplify cross-network campaigns, Pinterest introduced Media Network Connect, a self-serve tool built into Ads Manager. It lets advertisers leverage first-party data from multiple media networks and consolidate campaign workflows—so teams can plan, activate, and measure in one place. By connecting retailer data, demand-side platforms, and other partners, brands can tailor messages while maintaining governance and scale.
AI-powered visual search transforms discovery
In parallel, Pinterest rolled out generative-AI-powered visual search features that help users define their style without typing. The system analyzes images to suggest search terms based on aesthetics, color palettes, or specific garments, then refines results with filters like style or occasion. The chief design officer notes that the technology changes how people discover. The experience becomes a personalized journey where everyone can find a unique style and buy products that fit.
What this means for advertisers
For brands, the new tools promise better visibility in moments of intent, particularly with generic searches and in-store activity. Marketers should prepare by optimizing product catalogs, ensuring accurate store inventory, and aligning first-party data across networks. As Pinterest expands ad formats and data capabilities, advertisers can craft cohesive experiences that move from inspiration to purchase—both online and nearby.
