As the industry shifts away from collecting third-party cookies, Pinterest is on a mission to assist marketers, especially the Albertsons Media Collective, in connecting the connections between their first-party data. Therefore, Pinterest is collaborating on a pilot programme with data connectivity provider LiveRamp to deliver secure data solutions. Albertsons Media Collective will be the first marketer on Pinterest to deploy the clean room pilot.
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Pinterest claims that the neutral “clean room” setting keeps data confidential and provides comprehensive privacy protections. Albertsons initially collaborated with Pinterest in late 2021 to assist grocery consumers plan fresh, inspired meals using artificial intelligence (AI) and application programming interface (API) technology.