Pinterest's push to position itself as a safe place for your ad dollars may be starting to pay off — brands are starting to show increased investment in the platform.

Although ad spend on Pinterest still lags behind that on larger social networks, some early signs of momentum are starting to show amid the wider ad slowdown. Last year, the company's revenue increased by 12%, while Meta's decreased by 1%.

Digiday reported today that advertisers are spending more on the platform, according to several media buyers. And one agency exec noted that the majority of their clients are now on Pinterest.
In order to boost its appeal to advertisers, Pinterest recently partnered with Dentsu to offer clients educational programs for marketers and tailored growth plans. The deal also grants clients access to Dentsu's Effective Attention tool, which measures how aware a consumer is of content by the time they make a purchase.

That said, there are still barriers to overcome, primarily around measurement. According to Digiday, if the company can solve the problem of helping advertisers more accurately tie performance to their campaigns, it could increase their willingness to put their ad dollars in Pinterest. But so far, it’s not quite there yet.