Polyvore develops what it calls "community-powered content," and recently rolled out an advertiser tool called Promoted Trends with tie-ins to organic content. This launch piggybacked on Polyvore's release of Promoted Products, an ad unit unveiled in 2013 that featured sponsored products in-feed that users can click to purchase on a retail partner's site.
“The majority of our business is driven by our Promoted Products program, where we’re driving an average return on ad spend (ROAS) of 6:1, which we’ve found is very competitive,” Polyvore's chief operating officer, Arnie Gullov-Singh, told AdExchanger in an earlier interview.
“The average ROAS on Google Shopping is about 4:1," he said, adding "the average ROAS on social platforms is about 2:1, so we’ve found it’s been pretty competitive for retailers who are looking for solutions in social media.”
Polyvore also developed a mobile app dubbed Remix, where users curate close to 3 million outfits per month between it and Polyvore's site.
Yahoo Gemini will be the immediate beneficiary of Polyvore's "proven native ad model" – and its stable of 350 retail brand advertisers – according to the company. Upon the acquisition's close, all Polyvore products and services will remain operational, the company claimed.