Pinterest, Inc.

Overview

• Pinterest is an AI-powered visual search and discovery platform that blends search, social, and commerce.
• The service is available on mobile apps and the web and helps users move from inspiration to action across multiple sessions.
• The platform uses first-party signals from user actions (saves, searches, pins, boards) to power recommendations and surface relevant content, including shopping opportunities.
• Revenue is predominantly advertising-based, with a full-funnel approach that targets users from discovery to purchase.

Platform, product, and signals

• Core surfaces: Home Feed, Search Page, Related Pins, and Boards for saving themed Pins.
• Taste Graph: built from billions of associations among Pins, searches, boards, products, and users to improve recommendations.
• Advertising supports both brand and performance objectives.
  • Ad formats: Standard ad (static vertical image), Video ad, Shopping ad, Carousel ad, Collection ad, Interactive ad, Premier Spotlight ad, and Idea ad.
  • Pricing mechanisms include CPM, CPV, CPC, CPA, and oCPM; most advertisers buy through an auction-based system.
• Campaign management tools: Ads Manager and the Pinterest API; Pinterest Performance+ provides automated targeting, bidding, and creative optimization.
• Measurement: Conversions API and clean rooms, with partnerships for independent validation of performance.
• AI and machine learning are embedded in personalization and ad delivery, and the company continues to invest in AI-powered products and capabilities.

Global reach and people

• Monthly active users (MAUs): 619 million worldwide (as of December 31, 2025).
• Demographics: Approximately two-thirds of users are women; Gen Z represents over 50% of the user base.
• Geography: Active users across more than 100 countries.
• Employees: 5,265 full-time employees (as of December 31, 2025).
• Headquarters and footprint: Corporate headquarters in San Francisco; about 120,000 square feet in HQ and roughly 604,000 total square feet of offices worldwide (as of end-2025).

Intellectual property and brands

• Patents: Approximately 400 issued patents and pending patent applications in the United States and abroad (as of December 31, 2025).
• Trademarks: Over 660 registered trademarks and trademark applications (U.S. and international).
• Corporate structure: Class B common stock carries 20 votes per share; Class A common stock carries 1 vote per share. Class B holders controlled about 73.2% of voting power as of December 31, 2025.

Financial snapshot (selected figures)

• Net income:
  • 2025: Net income of $416.9 million
  • 2024: Net income of $1,862.1 million
  • 2023: Net loss of $35.6 million
• Retained earnings: $128.7 million (as of December 31, 2025).
• Authorized but unissued Class A common stock: 5,847,078,925 shares (as of December 31, 2025).
• Substantially all revenue is generated from advertising.

Operational and strategic context

• The business has historically relied on a relatively small set of large advertisers, with concentration in retail and consumer packaged goods (CPG). Advertisers engage through direct deals, agencies, or third-party platforms.
• Strategic priorities include international growth, AI-enabled campaign solutions, and a go-to-market approach that combines a global sales force with reseller partnerships in some regions.
• The company focuses on content quality, moderation, brand safety, and a positive user experience to attract and retain users and advertisers.

What Pinterest does, in one sentence

Pinterest operates a globally accessible, AI-driven visual discovery platform that helps users find ideas and products and turn them into actions—shopping, planning, and inspiration—while monetizing primarily through advertising.