On Wednesday Pinterest added marketing measurement and data companies to its Marketing Partners (née Marketing Developer Partners) program.
A quick refresher on Pinterest’s Marketing Partners program. Pinterest introduced the program in April 2015 as a way to open up its automated tools to post content and buy ads on its platform but only to certain companies on whom Pinterest would effectively bestow its own “Good Housekeeping Seal of Approval.” Facebook and Twitter operate similar programs.
A year and a half since the program’s launch, more than half of Pinterest’s ad revenue comes from brands buying its ads through these approved Marketing Partners, according to Pinterest’s blog post published on Wednesday. But to bring even more money into the fold, Pinterest needs to give advertisers more control over how that money is being spent and more insight into what they’re getting in return for it. So now it is.
With the addition of measurement companies like Adjust, AppsFlyer, Apsalar, Kochava and Tune to its Marketing Program, Pinterest will let advertisers use these third-party tools to check that their ads were shown to their intended audience and track what impact those ads had, such as how much they have changed people’s perception of a brand or how much they affected product sales. And brands using Moat — but only brands using Moat — will be able to measure whether their ads on Pinterest actually had a chance to be seen.
Pinterest is also adding companies that help advertisers apply their own data when targeting ads. These companies — like Epsilon, Experian, Salesforce’s Krux, Acxiom’s LiveRamp, mParticle and Neustar — will be able to take a brand’s data, like a list of customers’ email addresses, and use it to aim ads at those customers on Pinterest as well as people who may not be customers but share similar characteristics.