Pinterest detailed a brand new partnership with LiveRamp Knowledge Hub at CES 2023 in Las Vegas Thursday, underneath which LiveRamp will pilot clear rooms for choose Pinterest promoting companions, beginning with grocery firm Albertsons.
The combination allows a protected, third-party area the place manufacturers can mix their very own first-party information and information from Pinterest in a safe setting, with the clear room conserving that information non-public and offering aggregated perception into advert efficiency.
Pinterest pressured that neither occasion’s personally identifiable gross sales and marketing campaign information is seen to the opposite occasion.
The platform wrote in a weblog publish Thursday, “The digital promoting trade has relied on cookies as a measurement device for years. However as client habits evolves, entrepreneurs need to evolve with it. In order the trade migrates away from gathering third-party cookies, we’re on the lookout for new methods to maintain our shoppers’ success whereas lowering reliance on identifiable information. We’ve routinely invested in forward-looking options that assist entrepreneurs join the dots between their first-party information and their clients’ actions on Pinterest. Now, we’re piloting our subsequent large growth for safe information options.”
The clear room for Albertsons can be an ongoing initiative to ship closed-loop reporting for manufacturers that take part within the grocer’s retail media community, Albertsons Media Collective, and it’ll kick off with a winter wholesome consuming marketing campaign, with essential metrics, resembling return on advert spend, to be measured.
Albertsons Media Collective senior vice chairman of retail media Kristi Argyilan mentioned within the Pinterest weblog publish, “Knowledge privateness is a precedence for Albertsons Media Collective, and we’re excited to pilot this new clear room initiative with a trusted companion. We imagine utilizing clear rooms can present our shoppers with the info they anticipate to make knowledgeable choices about their promoting in a privacy-preserving method. Whereas our preliminary check pilot focuses on enabling closed-loop measurement, this partnership will finally present our crew a extra holistic view of our clients’ digital footprint to unlock extra superior measurement capabilities, like incrementality and MTA (multi-touch attribution), down the highway.”
Pinterest and LiveRamp are beginning off their partnership with retail media networks, saying that they usually want customized possibility for reporting marketing campaign effectiveness on a granular, brand-by-brand foundation.
The platform mentioned LiveRamp’s information collaboration setting provides further, configurable privateness controls resembling aggregation thresholds, enabling each events to additional restrict how their information may be accessed, joined, queried or shared.
LiveRamp senior vp of product Kimberly Bloomston mentioned in Pinterest’s weblog publish, “It’s an thrilling alternative to fulfill each the strict privateness necessities of media homeowners like Pinterest and the superior analytics wants of outlets like Albertsons. LiveRamp’s interoperable information collaboration expertise permits us to just do that by maximizing information utility with out compromise. We sit up for continued innovation with thought leaders resembling Pinterest and Albertsons to help the way forward for privacy-safe information collaboration and measurement.”
Pinterest mentioned it should proceed testing clear rooms with further companions.
Chief income officer Invoice Watkins mentioned in an announcement, “Because the trade evolves, we are going to stay proactive with options that add worth for entrepreneurs whereas sustaining belief with shoppers. Along with LiveRamp, Pinterest is invested in increasing the probabilities for manufacturers like Albertsons to assist them higher perceive and measure the impression of their campaigns.”
