Pinterest’s foray into facilitating "clean rooms" for data sharing points towards a future of greater collaboration opportunities in a privacy-first era.
With the nearing demise of third-party cookies, data clean rooms are fast emerging as a viable solution to facilitate ad targeting and tracking. As Meta, Linkedin, and Amazon are also implementing clean rooms in different ways, it’s not surprising to see Pinterest join the bandwagon.
In a cookieless world, data clean rooms, where walled gardens share aggregated data without compromising privacy, will become essential to contend with global privacy norms. Along with first-party data assets, clean rooms will augment data collection efforts for brands. In fact, Gartner predicts that 80% of enterprise marketers will adopt data clean rooms by 2023.
As soon as Pinterest opens up its clean rooms to include more retail media networks, enterprise brands can access enriched customer insights. Pinterest’s clean rooms can help brands discover new audiences that match their ideal buyer persona and analyze consumer behaviour in real-time.
The enhanced data can allow marketers to create bespoke campaigns tailored to individual sets of data, rather than using broad data with a less strategic approach.
It’s high time marketers look at data clean rooms as a collaborative way to gather insights and not as a direct substitute for cookies. While cookies made it easy to match records across most digital channels, data clean rooms are more complex. They need a form of identity graph to facilitate cross-party data matching and should provide a common ground for businesses to share data.
With that in mind, organizations that leverage Pinterest for their marketing efforts can look forward to this new partnership and augment their marketing analytics stack. For now, we think data clean rooms are poised to revolutionize how companies and data partners collaborate, share, and analyze data, while safeguarding consumer privacy in the process.