Pinterest adds new features to Marketing Partners programme and announces new mobile marketing partners
Pinterest, the ideas catalouge app and online blog, has renamed its Marketing Developer Partners programme and made some changes. The new Marketing Partners programme features select companies which have been approved by Pinterest to provide advertising solutions for its clients through its Advertising and Content Publishing APIs.
Pinterest announces partner additions to Marketing Partners programme
Since the programme was launched the market has evolved and Pinterest is playing catch-up by expanding its third-party partner network and dividing them into two categories: measurement and audiences.
Measurement partners are those that can help brands find out how to make a lasting impact on Pinterest. Metrics such as ad verification, sales lift, advertising resonance and lifetime value are a key focus.
A recent study by Oracle Data Cloud highlights that Promoted Pins drive 5x more incremental in-store sales compared to other campaigns.
One of the newly signed measurement partners is Moat, which will be delivering viewability measurements. Jonah Goodhart, Moat CEO and Co-Founder, says:
“We are excited to partner with Pinterest to deliver in-depth analytics and cross-platform digital measurement to provide marketers with greater insight into how their audience pays attention. Pinterest is one of the most powerful and unique platforms for marketers today, and we look forward to providing them with increased transparency through the partnership.”
Additional mobile measurement partners include Adjust, AppsFlyer, Apsalar, Kochava and TUNE.
For its Audience segments, partners are expected to enable brand advertisers onboard their own data which can be used to create customer list targeting and act-a-like audiences. Brands that bring their own data to Pinterest tend to see strong results, according to the company.
Audience partners include Epsilon, Experian, Krux (Salesforce), LiveRamp (Acxiom), mParticle and Neustar.
Retailer Macy’s recently run a successful campaign on Pinterest through a partnership with LiveRamp. Serena Potter, Group Vice President of digital media strategy at Macy’s, says:
“With Pinterest’s ever-evolving toolkit, we are able to help customers discover products, inspire them and ultimately lead them to a purchase. We continuously strive for innovation as we customize our digital strategy to provide customers with more unique and relevant interactions. We are excited to expand our targeting capabilities by adding the LiveRamp integration, as we know that Pinterest offers a great opportunity to positively impact the conversation we have with our customers.”
In addition, Pinterest added new partners to its existing advertising and content marketing section.