So, I mentioned that part of what gives me a lot of confidence in our future is much of our performance is coming from early adoption of new conversion tools like — or new measurement tools like our conversion API and new capabilities like mobile deep linking that right now have been adopted by a smaller set of our larger, more sophisticated advertisers. As we move along that adoption curve, I think that bodes well for how we can compete more broadly, particularly on shopping-type actions, conversion objectives, and these lower-funnel objectives. So, those are really good early indicators that as we move on the adoption curve, I feel quite good about. You asked also about which categories we think of. Shopping is pretty broad based on our platform.
There are some obvious ones that you would think about, women’s fashion and apparel and those kinds of things that are definitely places where we have very large engagement, significant opportunity. We have other large moment engagement, things like weddings and home redesigns and these kinds of things that are meaningful user behaviors as well. We have some really interesting emerging behavior also. Todd mentioned growth in things like autos and men’s fashion, Gen Z being our fastest-growing demographic. So we feel like shopping is a broad-based opportunity. While there are some categories that we will lean into first, we see it as quite broad-based, probably more broad-based than many may appreciate on our platform. Todd, I don’t know anything you would add to that?
Todd Morgenfeld: Yes. I mean, I think there’s a different way of cutting it too. I think everything Bill said is absolutely right. The other way of thinking about it is just in terms of these joint business partnerships that we signed. So if you cut the market by large versus small as opposed to category of retail or category of shopping marketplace, we’ve seen — I think I talked about it a couple of quarters ago that we saw 25% growth in joint business partnerships first half of 2022 versus first half of 2021. And we talked at the time about how that was a source of confidence in that the ad stack and the experience, the full funnel model here was working for the largest, most sophisticated advertisers. We ended the year up 27% year-over-year on joint business partnerships.
So we saw that tick up. And so from the standpoint of what Bill was describing, some of the largest, most sophisticated specialty e-commerce and specialty retailers are seeing great success on the platform. And that expands from brand through consideration, through purchase behavior. So really high confidence in success being driven by some of these larger players through the cycle where there’s been a lot more resilience.
Brian Nowak: Thank you, Bill.
Operator: Thank you, Mr. Nowak. The next question is from Rich Greenfield with LightShed Partners. Please proceed.
Rich Greenfield: Hi. Thanks for taking the question. Bill, how should we think about your comments around time spent in deepening engagement. I mean, is there — I know you’re only reporting sort of — you sort of give us overview metrics, like you haven’t gotten to DAU yet. But it does feel like — I mean, is that the metric that you’re sort of solving for is to get people to be using Pinterest on a daily basis? And like you made these comments about sort of Gen Z and video. And I’m curious if a user touches video Pin, do they end up spending a lot more time on Pinterest, if they create X number of boards? Like I guess what I’m trying to understand is what the unlock it gets someone to spend meaningfully more time? Is it engaging with video, creating a board?
