Pinterest has reportedly been trying to sell potential advertisers on its value as a search engine, urging them to dedicate some of their search budgets to advertising on the platform.
It's also making efforts to improve how it shows advertisers the effectiveness of their ads. Digiday is reporting that the company is partnering with Datalogix and Axciom to help businesses see how their ads drive sales. This would reportedly be in time for the holiday shopping season (which would be very soon). From the report:
“Pinterest is moving very quickly to integrate Datalogix and other third parties into the platform,” the digital marketing exec said.
“It has big sweeping implications and opens a ton of advertisers for Pinterest, looking for that degree of attribution,” said another advertising source, who helps brands buy Promoted Pins through Pinterest’s ad platform. “This shows brands in-store sales they’re unable to see without Datalogix.”
Datalogix already has partnerships in place with Twitter and Facebook as well, so this would be another building block for Pinterest, which is newer to the advertising space, to step up its game. According to the report, however, it won't be using Datalogix so much for targeting, but more for measurement.
Earlier this year, Pinterest launched its Marketing Developer Partners program, which brings on third-party tools to help businesses get more value from their Pinterest efforts. Partners for ads include: 4C, Adaptly, Amobee, Ampush, Brand Networks, HYFN, Kinetic Social, Manifest, SocialCode, SocialFlow, and Unified.
Image via Pinterest