Last year, Pinterest introduced a select group of companies approved to build solutions through their Advertising and Content Publishing APIs under the program called “Marketing Developer Partners.” Today, the company’s renaming the MDP program to now simply “Marketing Partners.”
These partners provide advanced capabilities that help advertisers drive greater efficiency, scale and performance. In addition third party partner network expands to now include two new specialties: “measurement” and “audiences.” This expanded, global program will help advertisers see even more success on Pinterest, company stated.
Measurement partners help brands evaluate how Pinterest impacts business results by driving metrics like ad verification, resonance, sales lift and customer lifetime value. Today, Pinterest say, that Moat has joined mobile measurement partners such as Adjust, AppsFlyer, Apsalar, Kochava and TUNE. Also Millward Brown Digital (brand lift) and Oracle Data Cloud (sales lift) are now folded into the Marketing Partners program.
Audiences partners make ads more relevant by helping brands onboard their own data so they can use features like customer list targeting and actalike audiences. “Brands that add their own data into Pinterest see stronger marketing results,” LinkedIn writes.
Audiences partners include Epsilon, Experian, Krux (Salesforce), LiveRamp (Acxiom), mParticle and Neustar.
Pinterest added new partners to advertising and content marketing specialties: Advertising partners, as the company notes, “help businesses manage, scale and optimize their Pinterest campaigns.” Adding, they said, “brands working with advertising partners generate over 50% of revenue.”
And, four new partners join the 10 existing advertising partners.
Finally, Content marketing, which replaces the previous “content publishing” specialty help brands source, schedule, publish and measure their Pinterest content, company said, adding, LinkedIn notes, that “to date, Pins from content marketing partners typically see over 4x saves compared to Pins from standard business accounts.”