LiveRamp, a leading data collaboration platform, and Pinterest strengthened their partnership to give advertisers with improved global integration. Marketers will be able to target foreign consumers on Pinterest as a result of this collaboration. The alliance will make use of RampID, LiveRamp’s pseudonymous people-based identity.
LiveRamp and Pinterest primarily announced the arrangement earlier this year. According to the statement, it would use LiveRamp’s interoperable clean room technology as a shared area for marketers, publishers, merchants, and data owners to improve measurement without compromising data safety. The data cooperation tool provides marketers with a safe and secure platform to link certain first-party and Pinterest data in an encrypted environment.
How will Advertisers benefit?
Advertisers will benefit from improved measurement and analytics as a result of the Pinterest-LiveRamp integration. It will increase the number of options for brands to gain an advantage from first-party data. CPG buyers will use this partnership to reach their customers through retail media channels such as Carrefour and Albertsons. Marketers will gain from the integration since it will provide high-performance results, ROI, and perceptual insights.
Advertisers are emphasizing cookie-free marketing ahead of the 2024 deadline to eliminate third-party cookies from Chrome due to continued privacy concerns. This collaboration will provide them with LiveRamp’s 100% cookie-free implementation with Pinterest. Furthermore, it enables people-focused marketing, in which marketers do not have to give up control over consumers’ private data or disclose information beyond their business.
Pinterest hosts more than 465 million users who visit the platform each month to get inspiration. It can be to discover products or services for their homes, holidays, etc. Advertisers aim to be discovered during each touchpoint of the planning stage. On Pinterest, advertisers can reach the right consumers and influence their decision by turning them into potential consumers for the brand.
Here’s what they said
Bill Watkins, Chief Revenue Officer at Pinterest said,
We’re excited to continue building on the momentum of our privacy-centric data collaboration and measurement partnerships with LiveRamp. We’re now enabling even more marketers around the world to activate on Pinterest without compromising on control or privacy. Global marketers can build better campaigns with LiveRamp and Pinterest today. They can also build campaigns with the confidence that this partnership is sustainable beyond third-party cookie deprecation and other ecosystem shifts.
Travis Clinger, SVP of Activations & Addressability, LiveRamp said,
In this evolving macroeconomic climate, every dollar marketers spend must be addressable and measurable, and we’re excited to offer marketers across the world the ability to seamlessly leverage RampID for people-based marketing on Pinterest, enabling better campaigns and better measurement. By building on identity that can power better data collaboration in the future, marketers can begin building enduring brand and business value.