Social networking site Pinterest plans to unpack more of its user data to help advertisers produce more targeted ads.
The firm's head of operations said it would "focus on intent data" that would indicate what its users wanted to buy, the Wall Street Journal reported.
Pinterest currently offers ad products based on limited types of information, such as gender and location.
One analyst said the firm would struggle to increase revenues unless it facilitated more targeted advertising.
"Pinterest's marketing value lies more in the future than in the present," wrote Nate Elliott of Forrester Research.
He added that the network's users tended to post things that they were interested in acquiring - information that would be valuable to an advertiser.
