CES 2023: Pinterest reveals how retail media networks and knowledge clear rooms collide

Pinterest introduced a brand new knowledge clear room collaboration with LiveRamp and the grocery store Albertsons at CES in Las Vegas, the place the promoting trade continues to indicate its fascination with all issues associated to knowledge and retail media.

Pinterest turned the newest web advert firm to embrace the clear room idea, asserting its deal to make use of LiveRamp, the digital knowledge and id platform, as a third-party to be the middleman for sharing insights with entrepreneurs like Albertsons. Albertsons is constructing a retail media community identical to Walmart, Kroger, Goal and different main shops, that leverage their relationships with clients, and the information that comes with it, to assist manufacturers promote extra successfully.

“We’re beginning by partnering with retail media networks who typically want customized choices to report marketing campaign effectiveness on a granular, brand-by-brand foundation,” Invoice Watkins, Pinterest’s chief income officer, mentioned within the announcement.

Pinterest didn’t disclose what different retail media networks might use LiveRamp’s clear room know-how. The concept is that Albertsons, which runs the Albertsons Media Collective, takes first-party knowledge about customers, corresponding to gross sales info, and matches it with knowledge about advert campaigns on Pinterest, utilizing LiveRamp because the secured location to play with the information. “Our preliminary take a look at pilot focuses on enabling closed-loop measurement,” mentioned Kristi Argyilan, senior VP retail media, Albertsons Media Collective, within the announcement. “This partnership will finally present our workforce a extra holistic view of our clients’ digital footprint to unlock extra superior measurement capabilities.”

Now, knowledge clear rooms are nonetheless evolving, and what constitutes an information clear room is an ongoing dialogue. This week, Brian Lesser, CEO of InfoSum, the information tech supplier, was at CES discussing the clear room craze with OMD at C Area, the marketer occasion inside CES. “Throughout the clear room ecosystem, we now have to watch out that we’re not lumping issues collectively,” Lesser mentioned in a cellphone interview. “Our perspective is a clear room must be decentralized, it has to contain non-movement of information, and that knowledge can by no means be commingled in a database.”