Pinterest traffic is picking up steam. This bookmarking site allows users to not only follow certain boards, but also a brand’s entire profile, which lets them experience a heightened sense of control over their home feeds. This means great news for both users and brands. And as such, to help brands establish a more valuable presence on Pinterest, the network launched a program with select developers on Monday.

The program, Marketing Developer Partners (MDP), aims to help businesses boost their Pinterest marketing and improves Pinterest for Pinners. MDP currently includes 10 developers who are building tools and services on top of Pinterest’s content publishing application program interface (API).

Pinterest’s new program head Jyri Kidwell said in an interview, “People come to Pinterest to plan their lives and discover the things they want to do in real life. Commercial content is not only welcomed. It is actually central to what Pinterest is all about.”

The developers created tools to help brands create, schedule and publish pins and boards much easier. This in turn can help marketers to optimise their use of the platform and scale. For example, the program could offer suggestions to a certain brand as to which day and time to feature a product and how to best tag and categorise items.

Through this new tool, businesses are provided with better analytics on pinners. As Joanne Bradford, head of partnerships at Pinterest, confirmed in an interview, the MDP can make the marketed content more relevant and appealing to users.

The carefully selected group of developer partners include Ahalogy, Percolate, Buffer, Curalate, Expion, Newscred, Shoutlet, Spredfast, Sprinklr and Tailwind. These ten meet the needs of existing businesses on Pinterest and are aligned with Pinterest’s core value. The platform is committed to helping these developers build custom tools and services on its APIs so brands can use Pinterest more effectively. Pinterest plans to bring on more partners to its publishing API over time.

The program helps brand centralise marketing activity and is already bearing results. Kidwell also added, “We have already had millions of pins come in through the platform and we are already seeing stronger than average repin rates from the content from these brands.”

Pinterest also mentioned that it is in the early days of testing its ads API in the U.S. “Our goal is to work with leading ad platforms to help advertisers optimise their campaigns and find sustained success on Pineterest”, said Kidwell.