News Byte: Tailwind Intros Targeting Innovation for Pinterest

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Tailwind pins a targeting tool.
Tailwind pins a targeting tool.

Tailwind this week introduced the literally named Targeting Discovery Tool for Pinterest, which it claims is the first analytical instrument for marketers on social network that uses image analysis and not pixel or text matching to ferret out targeted content.

"Say you're Walmart and you want to locate who's influential in jeans," says Tailwind CEO and co-founder Danny Maloney. "With this tool, you can identify images of jeans being posted on Pinterest and identify influencers who might have an audience reach of 20 million people. Up till now, you'd just be able to identify if someone entered the word 'jeans,' but Pinterest is a visual medium."

Tailwind's tool allows users to see all content related to a campaign in one place, including pins made directly from a brand's website, repins from their profile, and recent pins on topics related to their business. According to the company, it can also be used to do thorough Pinterest brand analysis comparable to Twitter listening and monitoring tools.

Maloney, a Google and AOL alumnus whose company currently creates tools exclusively for use with Pinterest, contends that the photo-pinning network offers a wider scope of prospects to marketers than does Facebook or Twitter. "They're based on who someone knows. Pinterest is based more on the interest graph than the social graph," Maloney says. "It opens marketers up to communities of users."

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