When
you search for a recipe on Pinterest, the results soon might include
a way to have the ingredients delivered to your door within 45
minutes.
That's
not a function built into Pinterest yet, but it could arrive in the
future as the company grows its new platform for third-party
developers. That platform, announced last month, is designed to let
outside developers incorporate their own apps and services into
Pinterest's site to expand how the site can be used.
Content
on Pinterest is organized into visual bookmarks, or "pins."
Outside partners, such as advertisers, already work with Pinterest to
incorporate content like images and product information into their
pins. The new developer platform would allow select third parties to
integrate services and do it on their own, without Pinterest's help.
Many
people already use Pinterest to find recipes. In the aforementioned
example, the app for FreshDirect, a food delivery service, would be
included in the pin for the recipe so that the ingredients listed can
be delivered to the user, said Tim Kendall, head of partner products
at Pinterest.
"We
want this to be all over Pinterest," he said Monday during a
talk at EmTech Digital, a conference in San Francisco held by the
publication MIT Technology Review.
Kendall
stressed that the integration was just a hypothetical example of how
the developer platform might be used.
Another
hypothetical example he gave involved Amazon as the developer
partner: Say a Pinterest user searches for a lamp on the site. The
pin result for the lamp might include a way to add the lamp to the
user's Amazon Wish List, Kendall said.
Pinterest's
developer platform is not designed as an advertising measurement
tool. But an integration like the Amazon example might help an
advertiser on Pinterest, in this case Amazon, more clearly assess
whether their ads on Pinterest led to sales.
Pinterest
has gradually scaled out its advertising over the past year. The site
calls content from paying advertisers "promoted pins.
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