Pinterest looks to developers to bring brands better tools and insights

To help marketers deliver the right pin to the right user at the right time, Pinterest launched a programme with select developers on Monday. The programme, Marketing Developer Partners, currently includes 10 developers who are building tools and services on top of Pinterest’s content publishing application program interface (API).

“People come to Pinterest to plan their lives and discover the things they want to do in real life,” Jyri Kidwell, the head of Pinterest’s new programme, said in an interview. “Commercial content isn’t only welcomed. It’s actually central to what Pinterest is all about.”

The tools created by developers will make it easier for brands to create, schedule and publish pins and boards, helping marketers optimise their use of the platform and scale. For example, the program could advise Kraft as to which day and time to feature a product and how to best tag and categorise items. The new tools also will give businesses better analytics on pinners, which should make marketed content more relevant and appealing to users, Joanne Bradford, head of partnerships at Pinterest, said in an interview.


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