Dive Brief:
- Pinterest's Marketing Developer Partners program, which was launched last year to allow third-party firms to create solutions through the platform’s advertising and content marketing APIs, has been renamed Marketing Partners and now includes more audience developers and measurement APIs, according to a company blog post.
- New measurement partners include Moat for viewability and a number of firms for mobile measurement, including Adjust, AppsFlyer, Apsalar, Kochava and TUNE. Previous deals with Millward Brown Digital for brand lift and Oracle Data Cloud for sales lift have been folded into the new program.
- Audience partners include Epsilon, Experian, Krux (Salesforce), LiveRamp (Acxiom), mParticle and Neustar.
Dive Insight:
The expanded program should help advertisers on Pinterest throughout their content pipelines, from creation to execution and figuring out engagement. Pinterest is often left out of the advertising conversation on social, but the popular platform has ramped up efforts this year to be more marketer-friendly, notably through the recently launched influencer workshop Pin Collective and now with the expanded marketing program.
Given Pinterest's focus on lifestyle curation, fashion retailers and similar marketers can see big engagement on the platform.
“With Pinterest’s ever-evolving toolkit, we are able to help customers discover products, inspire them and ultimately lead them to a purchase,” said Serena Potter, group vice president of digital media strategy at Macy’s, in the Pinterest blog post. .
Pinterest’s deal with Millward Brown dates back to May, offering marketers a way to measure ad impact with metrics such as awareness, favorability and purchase intent. The deal with Oracle Data Cloud happened in June to track offline sales.
The Pinterest news follows similar moves by other social media platforms like Facebook to beef up their targeting and measurement capabilities, which are crucial for building stronger relationships with brands.
