Global marketing technology company Amobee has announced it has introduced new digital advertising solutions in Australia for Pinterest.

Amobee’s Pinterest Marketing Developer Partners program enables technology partners to build tools and services to help marketers reach audiences by scaling their presence on the photo sharing and ideas hub.

With API-level access, Amobee is giving brands access to Pinterest advertising products, including Promoted Pins and Promoted App Pins, which are displayed in search results as well as in category and home feeds.

Amobee’s managing director for Australia and New Zealand, Liam Walsh, said brands have a big opportunity to reach consumers in an intent-driven, data-rich personal environment with Pinterest.

“The Pinterest platform is made for marketing, as consumers use it to explore, share, save and organise,” he said.

“We are thrilled to be able to offer our advertisers access to such innovative social products through our API partnerships. Our partnerships mean that our advertisers get first look at the newest technologies in social and can harness the expertise of Amobee’s in-house social team to plan, manage and execute their campaigns.”

Amobee’s head of social in Australia, Ian Laurie, said the Pinterest offering is about reaching users in the discovery phase of the purchase journey.

“If Wikipedia is the hub of the world’s knowledge, then Pinterest is the hub of the world’s ideas,” he said.

“Advertising on Pinterest means brands can be part of the journey, as consumers move from inspiration to intent.

“The people that use Pinterest are passionate about a particular topic, subject, or product category, and they are open to absorbing new information from a variety of sources. Pinterest provides an avenue for brands to be at the forefront of consideration when consumers are looking to be inspired.”

Amobee’s new offering comes after the company signed an agreement last week to acquire marketing tech platform Turn for US$310 million.