LiveRamp Partners with Pinterest for Clean Room Pilot

LiveRamp has announced a partnership with 'visual discovery engine' Pinterest, for whom it will pilot data clean rooms, allowing Pinterest advertising partners to view aggregated insights into the performance of their campaigns.

According to www.adweek.com , the deal offers clients a privacy-safe, third-party space to integrate brands' own first-party data with data from Pinterest, outputting aggregated insight into ad performance. Neither party's personally identifiable sales and campaign data can be seen by the other party, and parties can set privacy controls such as aggregation thresholds, limiting how their data can be accessed, queried and shared.

Albertsons Media Collective (AMC), the retail network of grocery company Albertsons, will be the first client in the initiative, which promises closed-loop reporting for brands in the post-cookie world, and will start with a winter healthy eating campaign, measuring metrics such as return on ad spend.

LiveRamp Senior VP of Product Kimberly Bloomston said in a Pinterest blog post that the arrangement was 'an exciting opportunity to meet both the strict privacy requirements of media owners like Pinterest and the advanced analytics needs of retailers like Albertsons'.

Web sites: www.pinterest.com and www.liveramp.com .