Pinterest Pilots Clean Room with Albertsons
As retailer media networks continue to trend upward and marketers face the pending deprecation of third-party cookies and identifiable data, Pinterest has partnered with data connectivity platform LiveRamp to pilot clean rooms for select advertising partners.
The clean room keeps data private and offers aggregated insights into ad performance. Because the neutral clean room environment provides advanced privacy controls, neither party’s personally identifiable sales nor campaign data is visible to the other party.
Albertsons Cos. is Pinterest’s first advertising partner to leverage this solution to support the grocer’s network, Albertsons Media Collective.
Pinterest's integration with LiveRamp aims to provide a protected, third-party space where brands like Albertsons can combine their first-party data with Pinterest platform data in a secure environment, according to a January blog post from the image sharing/social platform.
Pinterest and Albertsons’ collaboration will be an ongoing initiative to deliver closed-loop reporting for brands that participate in the Albertsons Media Collective.
To start, Albertsons launched a winter healthy eating campaign this month, measuring crucial metrics like return on ad spend (ROAS).
"Data privacy is a priority for Albertsons Media Collective, and we’re excited to pilot this new clean room initiative with a trusted partner,” Kristi Argyilan, senior vice president, retail media, Albertsons Media Collective, said in the blog. “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."
Pinterest said it would begin by partnering with retailer media networks (RMN) that often require custom options to report campaign effectiveness on a granular, brand-by-brand basis. Since 2018, Pinterest has been building its RMN partnerships to help brands tailor their ads to shoppers on Pinterest.
“We believe that clean rooms build on our approach to ad privacy, balancing the need to protect Pinner privacy while helping to ensure advertiser effectiveness,” Pinterest’s chief revenue officer Bill Watkins wrote in the blog.
LiveRamp’s data collaboration environment offers additional, configurable privacy controls, such as aggregation thresholds, where both parties can further limit how their data can be “accessed, joined, queried or shared,” per the blog.
"It's an exciting opportunity to meet both the strict privacy requirements of media owners like Pinterest and the advanced analytics needs of retailers like Albertsons,” Kimberly Bloomston, SVP of product, LiveRamp, added. “LiveRamp’s interoperable data collaboration technology allows us to do just that by maximizing data utility without compromise."
Pinterest says it plans to continue testing clean rooms with additional partners soon.
Albertsons has worked with Pinterest for years to promote discovery of national and private-label brands in stores and online. The retailer was an early adopter of Pinterest pincodes, integrating them into select omnichannel marketing programs as well as simple marketing activations.
Albertsons is also among retailers that have leveraged the Pinterest Trends Tool to get insights into holiday food trends. In the past, this has helped Albertsons develop programs and recipe campaigns for shoppers to use its own brands to make a pumpkin-inspired alcoholic drink, buy store brand products for a “Friendsgiving” party, create Christmas desserts and develop spooky treats for Halloween, to name a few.
