Pinterest, the social visual discovery platform, today announced a new marketing program, including a marketing API, as well as an ads API. The new tools should make it easier for marketing partners to schedule and publish brand-related content.
Last week, we reported that social management and marketing vendor Sprinklr was about to add Pinterest to its list of supported social platforms. In fact, Sprinklr joins a list of Pinterest Marketing Development Partners, which also includes Percolate, Spredfast, Curalate, Ahalogy, Buffer, Expion, Newscred, Shoutlet and Tailwind. According to a report in AdWeek, “the new marketing program’s partners could build tools that make posting more efficient and provide better measurement about what works and when. Paid advertisers will be able automate the buying of Promoted Pins in a new programmatic system.”
The marketing development API will help marketing partners create and schedule content by providing automated data on past performance and engagement. The ads API will optimize purchasing of paid posts.
Although Pinterest may select further partners going forward, reports suggest it is unlikely to become an open platform in the immediate future.