Data clean rooms ensure that the data used in targeting and analytics processes is not accessible to third parties, allowing for audience targeting comparable to what brands are accustomed to on social media platforms. Wayfair will now be the first to test this new process, which will provide insights into Wayfair customers’ actions on the app in a privacy-secure manner.

As Pinterest explains: “In this pilot program, Wayfair will gain a consolidated view of their ad performance on Pinterest, with LiveRamp’s data collaboration platform ensuring that neither party has access to the other’s identifiable customer data. Pinterest completed its integration with LiveRamp earlier this year, unlocking advanced analytics with customizable permissions and privacy controls for secure data collaboration.”

This could be a good way to enhance pin targeting based on customer lists and Pinterest data, potentially enabling more advanced segmentation and lookalike reach. Pinterest has also found that various brands see better results when combining data points, rather than relying on a single source alone. Advertisers who use more detailed, interest-based targeting in conjunction with first-party customer lists generally experience significantly improved performance.

Data loss has been a significant shift in the digital marketing landscape over the past two years, with each platform working on solutions to maximize the information they have and improve engagement rates. Data clean rooms have emerged as a potential solution in some cases, and it will be interesting to see what kind of results this new integration will deliver for Pinterest marketers.