Dive Brief: 

• Pinterest is opening up its API to a handful of marketing tech players in an effort to provide brand clients a better understanding of the social sharing platform. 
• The effort is dubbed Pinterest MarTech Developer Alpha and follows in the footsteps of other major social platforms that have opened up to developers, including Facebook, Instagram, LinkedIn, and Tumblr. 
• MarTech firms included in the program are Piqora, Salesforce, Percolate, Spredfast, and Curalate.

Dive Insight: 

Offering deeper insight into performance on Pinterest is likely to grow brand interest, which could be beneficial to the social platform as it rolls out more ad products like Promoted Pins. With so many places to invest ad dollars on social media, it's critical that social platforms provide proof that marketing is effective.