Tait and her colleagues had set a goal of increasing the number of Grommet product images being shared on Pinterest by 10% over two weeks, but they ended up with a 683% increase during that period. They also increased their Pinterest follower base by 14%, exceeding the original 5% goal.
Since it was launched in 2008, The Grommet has displayed on its site more than 1,600 various household, beauty and fashion products that have flown under the radar of large retailers. Rakuten, the Japanese ecommerce giant, took a majority stake in the Daily Grommet in early May and renamed it The Grommet. The company has 41 employees and, prior to the investments from Rakuten (which have not been disclosed), The Grommet had raised $5.7 million from angel investors.
As The Grommet continues to grow, the firm will do more with image analytics, Tait confirmed. “I can see us using images that Curalate helps us find for display ads, and if video gains more traction on Pinterest, maybe Curalate will be able to help with that, too.”
Indeed, agencies and ad networks are showing a growing interest in image analytics, Curalate CEO Apu Gupta claimed. He says the company aims to help clients create an “automated system that uses images that are resonating with people and creating a feed into an ad. It’s very complementary to the ad tech world and ad tech infrastructure.”
Based in Philadelphia, Curalate has raised $3.8 million in VC funding and has 18 employees.
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