Pinterest and LiveRamp announced a partnership to build data ‘Clean Rooms’ for select Pinterest ad partners. This would allow marketers to use their own data for ad targeting without having to share the data with Pinterest.
Pinterest Clean Rooms
Using a Clean Room, facilitates the management of the data processes such as uploading and encrypting by preventing the direct exchange of sensitive and personal user information. Ads now, can be displayed to users who have already interacted with both the advertiser and the website where the ad showed, whilst also maintaining complete privacy.
In a statement, Kristi Argyilan the SVP Retail Media or Albertsons Media Collective have said “Data privacy is a priority for Albertsons Media Collective and we’re excited to pilot this new clean room initiative with a trusted partner. 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 Multi-Touch Attribution (MTA), down the road.“.
