Today, Pinterest announced that it’s expanding it’s third party partner network to include two new specialties: measurement and audiences and renaming the Marketing Developer Partners program to simply “Marketing Partners.” By expanding its third-party marketing partner ecosystem, Pinterest is paving the road for brands to accomplish a broader range of marketing needs and goals.

“Our new specialties and expanded partner ecosystem will ensure that all marketers are able to reach new heights of success and new growth on Pinterest,” says Michael Akkerman, Head of Marketing Partners.

4C was one of the first Pinterest Marketing Developer Partners (now just “Marketing Partners”) and our client activity has taken off since the program was introduced. We now have 14X the number of clients and 38X the monthly spend running through the 4C Social Ads product since January 2015.

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Of course, growth in spend is a good sign but even more important is the phenomenal results that 4C clients have seen with Pinterest advertising:

The expanded partner program should open the door for more advertisers to explore Pinterest as they can now bring in their trusted audience and measurement partners. Previously, the marketing partner program was comprised of just two categories, Advertising (ad buying platforms) and Content Publishing (for organic Pinterest tools, now called Content Marketing). This new announcement doubles the categories by adding two more: Audiences and Measurement.

It makes sense that Pinterest now has an Audiences partner category as Pinterest’s audience capabilities have really taken off this year with new, innovative ways for advertisers to reach Pinners. This includes the recent release of Customer Lists that allows marketers to upload and target their customers via their emails/mobile IDs. Pinterest Audiences partners will help brands onboard their own data so they can use features like customer list targeting and actalike audiences.

Measurement is also a continually hot topic for marketers. Pinterest Measurement partners help brands evaluate how Pinterest impacts business results by driving metrics like ad verification, resonance, sales lift and customer lifetime value.

Gunnard Johnson, Head of Measurement Science and Insights says, “Third-party partners are an important part of our commitment to rigorous, high-quality measurement. We’re excited to announce new measurement partners that will help advertisers see the value of Pinner intent and Pinterest’s unique content.”

Here at 4C, we are excited for the next chapter in Pinterest’s maturation and evolution.

“Pinterest has proven to be a powerful platform for brands to reach new and existing customers,” per Aaron Goldman, Chief Marketing Officer at 4C. “The combination of focused consumer intent, high-impact visuals, and built-in network effects of Pinterest has led to unparalleled performance. The results 4C clients have seen from Pinterest ads speak for themselves and Pinterest’s commitment to its Marketing Partners program bodes well for future success.”