Pinterest and LiveRamp to power better campaigns with seamless activation in additional countries

LiveRamp, the global data collaboration platform, announced an expanded partnership with Pinterest, the visual inspiration platform, to offer a better integration for advertisers to reach their audiences on Pinterest globally. Marketers will be able to reach their clients on Pinterest with seamless activation on RampID, LiveRamp’s pseudonymous, people-based identifier. 

The alliance between LiveRamp and Pinterest 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. Today marketers, including all users of LiveRamp’s Data Collaboration Platform, will be able to easily activate Pinterest as a destination via LiveRamp. 

What does the partnership mean for marketers?

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 revolutionary data collaboration technology provides a protected space where advertisers can join select first-party data and Pinterest platform data in a secure environment.  

The integration builds on this to improve analytics for advertisers, creates more opportunities for brands to derive value from first-party data. CPG buyers will be able to reach audiences from retail media networks like Carrefour and Albertsons, by leveraging this LiveRamp integration with Pinterest. At a time when ROI matters more than ever, marketers can benefit from the performance and access to insights that this alliance – as well as RampID – enable.

Marketers prioritising cookieless drives – in advance of the 2H 2024 timeline to deprecate third-party cookies in Chrome – will benefit from LiveRamp’s fully cookieless integration with Pinterest. Also, the integration enables people-based marketing without needing marketers to relinquish control over customers’ personal information or send data outside of their firm. 

More than 465 million people come to Pinterest each month to discover products and services for their wardrobe, for their new home, for their next holiday and much more. Advertisers want to be discovered during these planning moments and there is a natural alignment with users who are actually seeking brands to inspire their next purchase.

On Pinterest’s platform, global advertisers can effectively reach the consumers they care about and drive them from discovery to decision to do – all in a more positive place online. 

What does the partnership mean for stakeholders?

Commenting on the integration, Bill Watkins, Chief Revenue Officer at Pinterest, said, “We are incredibly excited to continue building on the momentum of our privacy-centric data collaboration and measurement partnerships with LiveRamp. We’re now enabling even more marketers worldwide to activate on Pinterest without compromising on control or privacy.” 

Bill Watkins, Chief Revenue Officer at Pinterest
Bill Watkins, Chief Revenue Officer at Pinterest

“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,” Bill Watkins further commented.

“In this evolving macroeconomic climate, every dollar marketers spend must be addressable and measurable, and we’re excited to offer marketers worldwide the ability to seamlessly leverage RampID for people-based marketing on Pinterest, enabling better campaigns and better measurement,” said Travis Clinger, SVP, Activations & Addressability, LiveRamp.

“By building on identity that can power better data collaboration in the future, marketers across the globe can begin building enduring brand and business value,” Travis Clinger said.