In April, Pinterest announced its Marketing Developer Partners program, giving a few companies at launch special access to the site’s platform. Now, Pinterest is opening up its ads application programming interface (API) to select companies.
Pinterest announced that 4C, Adaptly, Ampush, Brand Networks, HYFN, Kinetic Social, SocialCode and SocialFlow are the first Marketing Developer Partners using the company’s ads API, blogs Pinterest’s Jyri Kidwell:
We selected these partners because they’re building tools that address the immediate needs of Pinterest marketers and share in our vision of creating a better discovery experience for Pinners.
Pinterest is already seeing advertisers enjoy success via Marketing Developer Partners. Lingerie brand Adore Me has seen a 4,000 percent increase in Pinterest-referred revenue after working with 4C.
Adaptly, one of the limited beta partners of Pinterest’s ads API, has used the technology to help clients such as King’s Hawaiian, Framebridge and WedPics. Adaptly was so excited to work with Pinterest that employees created a real-life “pin board.”
Nikhil Sethi, the company’s co-founder and CEO, commented on the news in a blog post:
We are pleased to be partnering with Pinterest on the launch of their MDP Ads API and are excited about the progress we have already made together. We are confident that we have the most robust and powerful software solution for Pinterest advertising.
Ampush has also been using Pinterest’s ads API with clients such as Twice.
Jesse Pujji, Ampush’s CEO and founder, is excited to be part of the program:
Pinterest’s immersive experience and highly engaged, rapidly growing global user base makes it a no-brainer for marketers seeking to grow their businesses. This integration advances our strategy of providing one platform with which the CMO can buy media across mobile first, identity-based, in-feed ad platforms. We can’t wait to unleash our powerful marketing software and unbeatable expertise for customers eager to perform on Pinterest.
James Borow, CPO of Brand Networks, described how this will help clients gain traction on Pinterest:
Pinterest understands the value of incorporating relevant advertising content into the user experience. Pinners are already posting and sharing products that inspire them and branded content can help connect those users with the companies that can bring their ideas to life. Essentially, Pinterest can become a one stop shop for both discovery and purchase. With this new MDP program, Pinterest is leveraging the best partners to help monetize the platform, without sacrificing user experience. We believe that opening the API to partners creates an ecosystem of innovation, to help bring Pinterest to the next level for marketers and consumers.
4C CMO Aaron Goldman:
Pinterest has proven to be a strong source of consumer engagement for brands and opening up an Ads API to partners like 4C makes the network even more accessible. One of 4C’s clients, eBay, has seen a step change in qualified traffic from Pinterest since adopting promoted pins through our platform. Another client, Adore Me, quantified the lift at 4000% in revenue from Pinterest after using 4C to manage its ads. And yet another, Demand Media, saw improvements in metrics like click-through rate and cost-per-click by using 4C technology. It’s clear that Pinterest has become a key channel that all advertisers need to consider as part of their paid media plans and today’s announcement should help accelerate that momentum.