Brands that own pinboards on the image sharing site will be able to use Curalate to assess how visible they are and how engaged consumers are with their board.

GroupM Next says Curalate can help companies identify brand advocates and emerging trends and measure the levels of recognition of brand-related images. Competitive analysis and traffic source analysis is also available.

Curalate co-founder Apu Gupta said the deal was the first of its kind for the company, while GroupM’s Cary Tilds said: “Visual curation is an important area of social media and we want to remove any barriers for brands, including financial ones, so that they have the data they need, can allocate resources and be able to do things beyond what they are able to do today.”