CVS Media Exchange, Pinterest partner
CVS Media Exchange, the data and technology-driven media network of the retailer, is joining forces with Pinterest to bring greater transparency to its partners and CPG brand suppliers.
Provided by LiveRamp, the clean room solution will allow the network’s partners to track attributed Pinterest sales.
“Our commitment to data transparency at CMX is a core pillar that we anchor our strategy in, and we’re excited to embark on this new clean room initiative with a trusted partner whose audience of health & wellness and beauty seekers aligns with our own,” said Parbinder Dhariwal, vice president and general manager at CVS Media Exchange. “In an industry that continues to evolve, it’s important that we’re evolving with it. We’re now able to bring even more precise attribution and stronger campaign optimization to our partners, and make it easier for CVS Pharmacy shoppers to discover new products.”
[Read more: Watch DSN: CVS Health’s Sri Narasimhan discusses raising the bar for retail pharmacy expectations]
All high-fidelity ExtraCare data is pseudonymized before entering the clean room environment. Pinterest’s integration with LiveRamp provides a protected, third-party space to reveal the overlapping population in ExtraCare data and Pinterest’s platform data in an environment where neither party has access to the other party's identifiable data.
"CMX is a natural choice for a data clean room partnership because their footprint in the health, beauty and wellness market aligns perfectly with the interests and needs of our users,” said Carrie Sweeney, VP of retail at Pinterest. “By driving more transparent, effective campaign designs and reporting capabilities, this partnership allows Pinners to discover exciting new brands and products that align with their everyday routines."
