Having nipped at Meta’s and Google’s heels for years, Pinterest is finished with being the underdog.

It’s been getting very “serious” about its investments in lower-funnel advertising products, says Pinterest CRO Bill Watkins on this week’s episode of AdExchanger Talks.

Over the past couple of years, Pinterest has released its Conversions API and direct links that take users straight to an advertiser’s website. It’s also integrated with more than 50 measurement partners.