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The new feature is called Lens
Pinterest has recently introduced a range of new features to its mobile app. One of the primary new additions is called ‘Lens’, which can use photos of real-world objects to match them to similar-looking images on the platform. The idea is similar to one announced by Instagram in late 2016, which is yet to complete the testing phase. Pinterest’s CEO, Ben Silbermann, unveiled the new feature, which will be available sometime in March 2017, along with two other new features for the app. This comes after an update to Pinterest’s advertising platform that will allow marketers to use it in a similar way to Google, but as a more visual platform. A push to increase revenue have been suggested as a reason behind the recent changes, as the company lines up what is being called an “inevitable” IPO.
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