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For the past 15 months or so, Pinterest has pitched itself to marketers as a search-based platform more akin to Google than Facebook or other social networks.
Today the site is aiming to live up to that claim by launching a new search targeting tool, about a year after hiring Google sales vet Jon Kaplan as global head of partnerships. While advertisers have been able to use search terms to broadly target their campaigns—like zeroing in on the phrase “healthy eating”—brands have not been able to drill down into individual search queries like they do with Google search ads.