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CVS Media Exchange (CMX) partners with Pinterest

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CVS Media Exchange (CMX) partners with Pinterest

WOONSOCKET, R.I. — CVS Media Exchange (CMX), a data-led, technology-driven media network that enables partners to reach and better serve CVS Pharmacy shoppers, is partnering with Pinterest and LiveRamp on data clean rooms to bring greater transparency to partners (CPG brand suppliers). Provided by LiveRamp, this clean room solution allows CMX partners to track attributed Pinterest sales for the first time. CMX also serves as the first participating RMN in the health and wellness space on this initiative.

“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, VP 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.”

With over 74 million CVS ExtraCare members, CMX employs high-fidelity, front-store data (everyday purchase habits and behaviors) to anticipate shopper needs and deliver personalized communications. As one of only a few retail media networks participating in Pinterest’s beta clean room partnership, CMX is able to offer its supplier partners detailed attributions in those product categories that Pinterest already thrives in.

How it works:

  • All high-fidelity ExtraCare data is pseudonymized before entering the clean room environment.
  • Pinterest’s integration with LiveRamp (a data collaboration platform) 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.
  • With this technology, CMX can measure attributed sales related to campaigns more accurately and share that information with CPG supplier partners in the CMX Performance Dashboard. This information helps brands refine future strategies to drive meaningful results.

This partnership is CMX’s latest innovation, further demonstrating its commitment to data transparency and enhanced measurement capabilities to better serve customers and partners. With CMX and Pinterest sharing a unique audience with common interests, this partnership brings an exciting new avenue for brands to reach the right customers at the right moment in their shopping journey.

“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.”


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