erest announces Clean Room Partnership with LiveRamp //
Pinterest announced a partnership at CES with LiveRamp Data Hub in order to provide clean rooms for advertisers using the visual discovery platform.
Albertsons, a grocery chain, is the first advertiser to join the board. Albertsons Media Centre, a retailer that supports its retail media network (RMN), will be using the new Pinterest cleanroom.
Why do we care? We have recently analyzed the RMN predictions and found that advertisers are now looking beyond local retailers for their RMN campaigns.
Albertsons Media Collective has created a Pinterest clean room that allows other brands to search for existing Albertsons customers before they visit a store or engage with Albertson’s digital channels.
Deeper: Why data clean rooms matter
Increased reach and measurement. Albertsons will be piloting the clean room technology in conjunction with a winter campaign for healthy eating.
Bill Watkins (CRO at Pinterest), stated that “as the industry evolves we will remain proactive and provide solutions that add value to marketers while maintaining trust for consumers.” Pinterest, LiveRamp and other brands are investing in helping Albertsons better understand and measure their campaigns’ impact.
Kristi Argyilan (SVP retail media), Albertsons Media Collective stated that clean rooms are a way for clients to get the information they need to make informed decisions about advertising. While our initial pilot is focused on closed-loop measurement, this partnership will eventually give our team a better view of our customers’ digital footprints to unlock advanced measurement capabilities like incrementality (multi-touch attribute) and MTA (multiple-touch attribution).
Clean rooms expand across RMNs. They’re relying on clean rooms’ data capabilities to securely activate data in a privacy compliant manner.
Hugo Loriot of technology consultancy 55, said that data clean rooms allow brands to cross-match anonymized aggregated data without actually disclosing any personally identifiable information.
Clean room availability will be improved with Amazon’s recent AWS Clean Rooms rollout in the coming months. This service will enable media partners and advertisers cross-match data in clean rooms they can set up in minutes.
Eliza Nevers (Chief Product Officer at Lotame, data management and identity company) stated that Amazon is “the new (and improved Google”. While Google is still firmly in control of its ad products business, Amazon quietly grows its tech stack to meet all marketing requirements. The company’s clean room capabilities were highlighted at the Unboxed conference. There’s plenty to be proud of as the largest retail media network.
The post Pinterest announces Clean Room Partnership with LiveRamp was first published on MarTech.