Pinterest officially announced the Marketing Developer Partners program, which was launched last year to allow third-party firms to create solutions through the platform’s advertising and content marketing APIs, has been renamed Marketing Partners and will include measurement APIs and audience developers.
The social media network made the announcement on a company blog post.
The audience partners will Epsilon, Experian, Krux (Salesforce), LiveRamp (Acxiom), mParticle and Neustar.
The new measurement partners, on the other hand, will feature Moat for viewability, as well as, a number of firms for mobile measurement, including Adjust, AppsFlyer, Apsalar, Kochava and TUNE. The companies slated for previous deals – Millward Brown Digital for brand life and Oracle Data Cloud for sales life – have been folded into the new program as well.
“With Pinterest’s ever-evolving toolkit, we are able to help customers discover products, inspire them and ultimately lead them to a purchase,” said Serena Potter, group vice president of digital media strategy at Macy’s, in the Pinterest blog post.
The move to bolster the marketing program is part of Pinterest’s efforts to ramp up a marketer-friendly atmosphere, notably started with the recently launched influencer workshop Pin Collective.
Given YouTube and Facebook’s contentious issues with brands over ad measurements, Pinterest’s Marketing Develop Partners program may garner the social media network more attention in the currently convoluted landscape.