Hessong v. Pinterest, Inc.

CourtDistrict Court, N.D. California
DecidedSeptember 23, 2021
Docket3:20-cv-08243
StatusUnknown

This text of Hessong v. Pinterest, Inc. (Hessong v. Pinterest, Inc.) is published on Counsel Stack Legal Research, covering District Court, N.D. California primary law. Counsel Stack provides free access to over 12 million legal documents including statutes, case law, regulations, and constitutions.

Bluebook
Hessong v. Pinterest, Inc., (N.D. Cal. 2021).

Opinion

1 2 3 4 UNITED STATES DISTRICT COURT 5 NORTHERN DISTRICT OF CALIFORNIA 6 7 PAUL HESSONG, Case No. 20-cv-08243-WHO

8 Plaintiff, ORDER GRANTING MOTION TO 9 v. DISMISS

10 PINTEREST, INC., et al., Re: Dkt. No. 32 Defendants. 11

12 Plaintiff Paul Hessong brings this class action case for violations of Sections 10(b) and 13 20(a) of the Securities Exchange Act of 1934 (the “Exchange Act”) and Rule 10b-5 against 14 defendants Pinterest, Inc., Ben Silbermann (Pinterest’s co-founder, President and Chief Executive 15 Officer (“CEO”)), and Todd Morgenfeld (Pinterest’s Chief Financial Officer and Head of 16 Business Operations (“CFO”)). Hessong asserts that defendants made numerous materially false 17 or misleading statements and failed to disclose material facts: (i) that Pinterest’s “addressable 18 market in the U.S. was reaching its maximum capacity”; (ii) that the then current status of the 19 business significantly “decelerated Pinterest’s future ability to monetize” on U.S. average revenue 20 per user (“ARPU”); and (iii) that “Pinterest was at an increased risk of losing advertising 21 revenue.” Amended Complaint (“FAC,” Dkt. No. 31) ¶ 35. 22 Defendants move to dismiss because Hessong fails to meet the heightened pleading 23 standards imposed under the Private Securities Litigation Reform Act (“PSLRA,” 15 U.S.C. § 24 78u–4(b)) for both falsity and scienter. I agree. Defendants’ motion is GRANTED with leave to 25 amend. 26 BACKGROUND 27 Pinterest is a visual discovery search engine consisting of “pins” that are either linked from 1 albums. FAC ¶ 17. Pinterest’s primary source of revenue is selling advertising. FAC ¶ 19. 2 Hessong alleges Pinterest “measures the monetization of its platform” through “Average Revenue 3 per User (‘ARPU’), which is the total revenue in a given geography during a period divided by the 4 average of the number of monthly active users (‘MAUs’) in that geography.” FAC ¶ 20. He 5 contends “that ARPU is a critically important metric for Pinterest” and that “Pinterest closely 6 monitors the Company’s ARPU.” Id. Because ARPU for domestic U.S. users far exceeds the 7 ARPU for international users, Hessong asserts that “Pinterest’s ability to grow its domestic active 8 user base is of great importance to its overall ability to generate revenue and is a critically 9 important metric for the market and investors.” Id. 10 Pinterest filed its Initial Public Offering on March 22, 2019 and started trading publicly on 11 April 18, 2019. FAC ¶ 17. Hessong alleges that immediately after going public, Pinterest 12 undertook an “aggressive campaign to convince investors of its future growth and monetization 13 opportunities.” Id. ¶ 21. As part of that campaign, in the months following the April 2019 IPO, 14 defendants allegedly misrepresented to the investing public the market opportunities that 15 purportedly existed that would allow Pinterest to grow and scale its business on the domestic 16 market. Id. 17 I. FALSE OR MISLEADING STATEMENTS 18 Hessong alleges defendants made the following false or misleading statements in the class 19 period, starting on May 16, 2019: 20 • In a May 16, 2019 Press Release, announcing its financial results for the first 21 quarter of 2019, Defendant Morgenfeld stated that defendants “were particularly 22 encouraged by the strength we saw in U.S. revenue and international user growth.” 23 FAC ¶ 23. 24 • In Pinterest’s 10-Q quarterly report filed on May 17, 2019, Pinterest reported it 25 reached “291 million MAUs, representing a 22% year-over- year growth” and as to 26 revenue generated from MAUs, Pinterest stated:

27 Revenue based on the geographic location of our users growth was driven by a 7% increase in average U.S. MAUs 1 and a 41% increase in U.S. ARPU. International revenue growth was driven by a 30% increase in average international 2 MAUs and a 59% increase in international ARPU. ARPU growth in the U.S. and internationally was driven by higher 3 monetization of both of those user bases largely due to an increase in the number of advertisements delivered as a 4 result of an increase in the overall number of advertisers on our platform and increased demand from existing 5 advertisers. 6 FAC ¶ 24 (emphasis in original). 7 • The Q1 2019 Report explained Pinterest’s “revenue in the United States is higher 8 primarily due to our decision to focus our earliest monetization efforts there and also 9 due to the relative size and maturity of the U.S. digital advertising market” giving the 10 same reason for “a higher U.S. ARPU.” FAC ¶ 25. 11 • In a May 16, 2019 letter to shareholders, Pinterest stated, “We are encouraged by 12 strong underlying trends in U.S. ARPU and user growth in international markets” and 13 allegedly “provided shareholders with an unrealistic outlook on its future U.S. 14 revenue” by assuring investors of the continued growth in both the U.S. and 15 international markets by claiming “We expect to maintain strong momentum in our 16 business as we achieve larger scale. We expect revenue to grow 40%-43% compared 17 to full-year 2018, driven by improving ARPU, particularly in the U.S. We expect to 18 grow users in both the U.S. and International.” Id. ¶ 26 (emphasis in original). 19 • During the Q1 2019 Earnings Call on May 16, 2019, Defendant Morgenfeld assured 20 investors that the U.S. market would continue to grow, stating: “[We] see comfortable 21 room in all of our markets, in particular in international markets but also in the US, to 22 continue to drive advertising content higher.” Id. ¶ 27 (emphasis in original). 23 • In an August 1, 2019 press release, Defendant Morgenfeld stated the Company 24 “remain encouraged by trends in U.S. ARPU and by user growth in international 25 markets.” Id. ¶ 28 (emphasis in original). 26 • In an August 1, 2019 letter to shareholders, the Company “touted” its growing MAU 27 and highlighted the “strong trends in U.S. average revenue per user (ARPU) and user 1 revenue to grow 45-48% in 2019 compared to full-year 2018, driven by improving 2 ARPU, particularly in the U.S. We expect to grow users in both the U.S. and 3 international. Consistent with trends in recent years, we expect to grow International 4 users at a faster pace relative to the U.S.” Id. ¶ 29 (emphasis in original). 5 • In the August 1, 2019 Q2 2019 Earnings Call, Silbermann touted Pinterest’s 62% 6 growth year-over-year and Pinterest’s attainment of “more than 300 million people 7 now using Pinterest every month.” Id. ¶ 30. Defendant Morgenfeld stated “[W]e 8 continue to accelerate the growth in the number of advertisers on the platform. We 9 talked last quarter about having done that and we accelerated yet again in the number 10 of advertisers this quarter as well” and “[l]onger term, we would expect price to 11 continue to improve because advertisers tell us that they’re getting a great return from 12 their investment on Pinterest. So today the exercise is trying to get as many advertisers 13 on the platform. So that they all see the value and help us build a lot more robust 14 auction.” Id. ¶ 30. 15 • In response to a question about whether the U.S. MAUs would “pick up” in the next 16 two quarters, Morgenfeld stated “[i]n terms of the U.S. MAUs, we grew 13% year- 17 over-year off of a pretty soft comp last year because of changes to the SEO algorithm 18 and some of the identify and authentication partners that had changed the way that 19 things operated. So we were benefiting from that in Q2 from a year-over-year 20 comparison perspective. But as you know, Q2 is our softest quarter from a user growth 21 perspective sequentially. And so we expected flattish seasonality from Q1 to Q2, and 22 that’s what we saw. I would expect typical seasonality to pick up over the course of the 23 remainder of the year. But again, U.S.

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