Pinterest eyes data for relaunch

Pinterest, which this week hit 100 million users, is aiming to ramp up its appeal to advertisers by signing deals with both Datalogix and Acxiom as part of plans to relaunch its business as a search platform.
Although both deals are being kept firmly under wraps, both Datalogix and Acxiom already have partnerships with Twitter and Facebook.
Both businesses specialise in connecting offline purchasing data to digital media to improve audience targeting and measure sales impact, seen as the holy grail for most brands.
Datalogix was snapped up by Oracle in December last year, and is now part of the Oracle Data Cloud. Oracle insists the deal provides advertisers with comprehensive consumer profiles that will power personalisation across digital, mobile, offline and TV.
The business already claims to aggregate and provide insights on over $2trillion in consumer spending to deliver purchase-based targeting and drive more sales.
One industry insider told Digiday: “It has big sweeping implications and opens a ton of advertisers for Pinterest, looking for that degree of attribution. This shows brands in-store sales they’re unable to see without Datalogix.”