Pinterest has tapped Brian Monahan as its new head of vertical strategy, the company said Wednesday.

Mr. Monahan previously was head of marketing at Walmart.com and recently left to focus on his company, NewCo, which is a media and events company.

"I think there's a lot of people in the industry right now who are grappling with this attribution question and really questioning whether they are paying for customers and orders they would have gotten otherwise," Mr. Monahan told Ad Age. "That's happening because of the way we're currently measuring things."

"I would say there's an over indexing around what gets measured -- regardless if it's the right thing or not," he added.

As head of vertical strategy, Mr. Monahan will be responsible for developing and managing marketing programs to increase awareness, enhance adoption and drive revenue for Pinterest in verticals like CPG, retail, entertainment, auto, tech, telco, financial services, travel and quick-serve restaurants, the company said.

Prior to working at Walmart, Mr. Monahan worked at IPG and helped launch its first programmatic trading desk, managing the IPG Media Lab and leading MAGNA Global Intelligence -- IPG's strategic forecasting and upfront media-buying unit.

At Walmart, he helped drive monthly unique visits from 55 million to 85 million, Pinterest said.

Mr. Monahan will report directly to Cat Lee, head of partner marketing. Mr. Monahan started at Pinterest last week.