The power of Pinterest is underestimated, writes New York Magazine financial columnist Kevin Roose.

Read: 6 ways to use Pinterest

It now drives more Internet traffic than Twitter and Reddit, he writes. It also has more than 70 million users, many of whom are women between 19 and 39—a demographic coveted by advertisers. In fact, the first paid advertising appeared on the site this week.

The site isn’t on the stock market, nor has CEO Ben Silbermann announced an IPO, but there has been speculation it will go public this year, reports Business Insider. After a recent private investment of $225 million, the company is reportedly valued between $3.8 billion and $5 billion.

Read more here and here.

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