LiveRamp, a data collaboration platform, has expanded its partnership with Pinterest to offer a better global integration for advertisers to reach their audiences on Pinterest’s platform globally.
Through the partnership, marketers will be able to reach their customers on Pinterest with activation on RampID, LiveRamp’s pseudonymous, people-based identifier.
The partnership between LiveRamp and Pinterest now spans the U.S., Canada, and Mexico; South American markets of Argentina and Brazil; select European markets; and APAC markets of Australia, New Zealand, and Japan. Marketers, including all users of LiveRamp’s Data Collaboration Platform, will be able to easily activate Pinterest as a destination via LiveRamp.
Previously, LiveRamp and Pinterest announced a partnership using LiveRamp’s interoperable clean room technology as a collaborative platform for brands, publishers, retailers, and data owners to advance measurement without compromising data protections. LiveRamp’s data collaboration technology provides a protected space where advertisers can join select first-party data and Pinterest platform data in a secure environment.
The new integration builds on this to improve measurement and analytics for advertisers and creates more opportunities for brands to derive value from first-party data. CPG buyers will be able to reach audiences from retail media networks including Carrefour and Albertsons, by leveraging this LiveRamp integration with Pinterest.
Marketers prioritising cookieless campaigns - in advance of the 2H 2024 timeline to deprecate third-party cookies in Chrome - will also benefit from LiveRamp’s fully cookieless integration with Pinterest. The integration enables people-based marketing without needing marketers to relinquish control over customers’ personal information or send data outside of their organisation.
Bill Watkins, chief revenue officer at Pinterest, said the platform is excited to continue building on the momentum of its privacy-centric data collaboration with LiveRamp.
We’re now enabling even more marketers around the world to activate on Pinterest without compromising on control or privacy,” said Watkins.
“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 and addressability at LiveRamp, said in this evolving macroeconomic climate, every dollar marketers spend must be addressable and measurable.
"We’re excited to offer marketers across the world the ability to seamlessly leverage RampID.
“By building on identity that can power better data collaboration in the future, marketers can begin building enduring brand and business value.”
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