Pinterest announces clean room partnership with LiveRamp

AT CES, Pinterest announced a partnership with LiveRamp to create a clean room for advertisers on the visual discovery platform.

The first advertiser to join was the Albertsons grocery chain. The retailer will use Pinterest’s new cleanroom to support the Retail Media Network (RMN), called Albertsons Media Collective.

By using the Pinterest Cleanroom in conjunction with the Albertsons Media Collective, other brand advertisers will be able to find existing Albertsons customers on Pinterest before they even visit a store or interact with Albertson’s digital channels. own.

“As the industry evolves, we will remain proactive with solutions that add value for marketers while maintaining trust with consumers,”

“Together with LiveRamp, Pinterest is invested in expanding the possibilities for brands like Albertsons to help them better understand and measure the impact of their campaigns.”

Bill Watkins, CRO at Pinterest.

“We believe using clean rooms can provide our clients with the data they expect to make informed decisions about their advertising in a privacy-preserving manner,”

“While our initial test pilot focuses on enabling closed-loop measurement, this partnership will ultimately provide our team a more holistic view of our customers’ digital footprint to unlock more advanced measurement capabilities, like incrementality and MTA (multi-touch attribution), down the road.”

Kristi Argyilan, SVP retail media, Albertsons Media Collective.

“Data clean rooms enable brands to cross-match anonymized, aggregated data without actually revealing any personally identifiable information or allowing access to the data outside of the clean room,”

Hugo Loriot, partner at technology consultancy 55.

“Amazon is the new (and improved) Google,”

“While the latter holds its death grip firmly on the ad products side of the business, Amazon not so quietly builds up an ever-growing tech stack to cover every and all marketing needs. Talk at its Unboxed conference celebrated its clean room capabilities. As the leading retail media network, there’s ample cause to celebrate.”

Eliza Nevers, Chief Product Officer for data management and identity company Lotame.