Additionally Pinterest is bucketing interests about a company's audience on Pinterest. Advertisers can identify their audience’s most common interests – such as "succulents" and "glamping," shown below – and what other businesses they follow.
"We're dependent on these partners to bring the majority of content to the service," said Pinterest product manager Jason Costa. "We want to provide businesses and partners with insights into how their content is performing. We've seen businesses make very direct changes to product strategy based on things they're doing on Pinterest."
For instance, Costa noted boutique men's retailer Vineyard Vines restocked a belt that it had discontinued after repins of the garment exploded. And Lowe's extended a "make your own doormat" product in-store after it achieved around 200,000 repins.
The new dashboard is an important precursor to Pinterest's plans to monetize the site. Pinterest has said those plans do not yet include a private exchange-bidding platform, a la Facebook Exchange. Rather it sees its role in the programmatic ecosystem as a data provider, helping brands assess the impact of campaigns that run on its platform.
That could mean partnering with the likes of Datalogix and Nielsen Catalina Solutions, to attribute offline conversions back to media impressions on Pinterest. It may also create direct relationships with retailers' point-of-sale systems, loyalty programs and branded credit cards. All of this, conceivably, could be fed into the centralized dashboard.