Pinterest Announces New Partnership with LiveRamp on Data Clean Rooms for Ad Targeting
Pinterest has announced a new partnership with LiveRamp to implement data ‘clean rooms’ for selected Pinterest ad partners, which will enable brands to utilize their first-party data for ad targeting, without having to re-share that info with Pinterest.
Clean Rooms help to manage the data upload and encryption process, by ensuring that user-level data is never directly shared between parties. Essentially, the process enables businesses to show their ads to people who’ve got an existing relationship with both the business and the ad hosting site, while also keeping that data wholly separate.
As explained by Pinterest:
“Pinterest’s integration with LiveRamp provides a protected, third-party space where brands like Albertsons can join their first-party data and Pinterest platform data in a secure environment. The clean room keeps data private, and provides aggregated insight into ad performance. Because the neutral clean room environment offers advanced privacy controls, neither party’s personally identifiable sales and campaign data is visible to the other party.”Â