Pinterest ramps up consumer ID service for advertisers

Pinterest has expanded its partnership with LiveRamp in a move which it is claimed will offer a better global integration for advertisers to reach their audiences on the platform.

Through the partnership, marketers will be able to reach their customers on Pinterest with seamless activation on RampID, LiveRamp’s pseudonymous, people-based identifier.

The partnership between LiveRamp and Pinterest now spans select European markets; the US, Canada, and Mexico; South American markets of Argentina and Brazil; and APAC markets of Australia, New Zealand, and Japan.

Previously, LiveRamp and Pinterest signed 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 is designed to provide 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.

Consumer packaged goods buyers will be able to reach audiences from retail media networks including Carrefour and Albertsons, by leveraging this LiveRamp integration with Pinterest. More than 465 million visit the site each month.

Pinterest chief revenue officer Bill Watkins said: “We’re now enabling even more marketers around the world to activate on Pinterest without compromising on control or privacy.

“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.”

It is claimed that marketers prioritising cookieless campaigns – in preparation of Google planned withdrawal of third-party cookies in Chrome in the second half of 2024 – will benefit from LiveRamp’s fully cookieless integration with Pinterest.

In addition, the integration enables people-based marketing without needing marketers to relinquish control over customers’ personal information or send data outside of their organisation.