Pinterest to give 15 more adtech companies access to its API
Pinterest is inviting 15 more adtech companies to access its API. While the social network has been pitching its data-driven approach to advertisers for several years, its advertising programme is only 16 months old. The companies invited to access Pinterest’s API range from metrics- and audience-minded Moat and Experian to ad-minded companies like Sprinklr.

Pinterest has long claimed it moves the needle for brands in terms of sales and conversions, and now the company is inviting more ad-tech partners to its platform to prove it.

Today, the visual-sharing site is revamping its 16-month-old advertising program that gives tech companies access to its API to include 15 new players. Formerly known as Marketing Developer Partners, the name of Pinterest's new program has been shortened to Marketing Partners.

While Pinterest has been pitching its data-driven approach to advertisers for a couple of years, the site's ad business has been slower to take off than Google's, Facebook's or Snapchat's.