Pinterest works to drive ad effectiveness

Pinterest is launching a new program designed to help brand partners present more relevant advertising messages to Pinners.



Through a partnership with Neustar, Pinterest’s marketing partners now have a solution that leverages the social media platform’s customer-specific information as well as Neustar’s proprietary audiences. The combination of data gives advertisers a standardized view of customer across every marketing channel, and an unprecedented reach among customers.



Overall, this technology will help marketers create more meaningful and relevant conversations with their customers, and minimize campaign waste, according to a company statement.



The program coincides with the social media platform’s Marketing Partners program, which launched on Wednesday, Nov. 9. An evolution of its Marketing Developers Program, a third party partner network focused on advertising and content publishing APIs, Pinterest’s Marketing Partners program now also includes technology partners focused on measurement and audiences, according to Pinterest’s blog.



The program “ensures that all marketers are able to reach new heights of success and new growth on Pinterest,” said Michael Akkerman, head of Marketing Partners program, Pinterest.



“Since we originally launched the Marketing Developer Partners (MDP) program, both Pinterest and our marketing partner ecosystem have grown immensely,” Akkerman said. “Pinterest's user base has grown over 50%, and our world-class partners have played an instrumental role helping brands connect with their audience.”