Pinterest is working on a partnership that ‘opens a ton of advertisers’
The new relationship is expected to be in effect in time for holiday shopping, according to one digital marketing exec, but it could come in 2016. Pinterest is also in talks with Axciom, the source said.
“Pinterest is moving very quickly to integrate Datalogix and other third parties into the platform,” the digital marketing exec said.
Datalogix helps brands determine which of their customers viewed online ads before making a purchase decision. It’s a key metric that helps brands see how effectively they are spending their media dollars.
“It has big sweeping implications and opens a ton of advertisers for Pinterest, looking for that degree of attribution,” said another advertising source, who helps brands buy Promoted Pins through Pinterest’s ad platform. “This shows brands in-store sales they’re unable to see without Datalogix.”
The source added that a number of brands have been reluctant to spend on the platform without having a way to the ultimately gauge the impact. Datalogix has partnerships with Pinterest rivals like Facebook and Twitter, which use its data technology to inform ad retargeting, as well as measure results.
Sources said that Pinterest would lean on Datalogix and others for the benefits they bring to measurement, more than ad targeting.
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