CVS’ retail media platform, CVS Media Exchange, (CMX) will adopt the LiveRamp data clean room solution rolled out by Pinterest, so that its consumer packaged goods (CPG) advertisers can track product sales coming from Pinterest ads.
It is another move showing the growing adoption of the clean room technology, which allows for anonymized consumer data matching, as well as the enhanced functionality companies are finding as they move away from traditional ad identifiers. But it is also a growing sign of the capabilities retail media networks are bringing to the market.
At CES 2023, Pinterest announced it would partner with LiveRamp to pilot clean rooms for select advertising partners. Albertsons Media Collective, another retail media operator, would be the first advertiser using the new solution.
CVS’ Data PlayPinterest told Beet.TV that retail media networks’ advertising customers are demanding to know where their dollars go. Now CVS Media Exchange will leverage the platform, too.
Parbinder Dhariwal, VP, GM, CVS Media Exchange, spoke with Beet.TV a month ago about responding to ad signal loss and cookie deprecation. We are republishing the interview here.
“Around about 85% of America is within 10 miles of a CVS,” he says. “This ad business is predicated upon 74 million ExtraCare consumers. … Cookie deprecation is not necessarily a challenge for us.”
Key TrendsThe tie-up sees the coming-together of a number of key parts, all of which are hot trends in the advertising world: