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Pinterest expands ad partnership with CVS for digital campaign measurement

“Pinterest expanded an advertising partnership with CVS’s retail media exchange to measure digital ad campaigns, a deal that represents how platforms are updating their ad tech to address the post-cookie challenges,” Ad Age’s Garett Sloane reports.

The details: “On Wednesday, Pinterest and CVS Media Exchange, the retailer’s media-buying operation, announced that they would start collaborating in clean rooms provided by identity and data firm LiveRamp,” Sloane notes. “The announcement came as LiveRamp was hosting RampUp2024 in San Francisco, its annual event.”

Essential context: “The data collaboration allows CVS’s retail media team to attribute sales to ad campaigns on Pinterest, according to Parbinder Dhariwal, VP and GM at CVS Media Exchange,” Sloane adds. “LiveRamp has been developing identity tools, such as RampID, and clean room technology as part of its strategy to help facilitate programmatic advertising without using cookies.”

Keep reading here.

Also: Digital marketing in 2024—how privacy hurdles and signal loss will drive innovation across the industry

78%

That’s the percentage of U.S. consumers who say they’ll pay more to shop with brands they’re loyal to—up from 72% a year ago—according to relationship marketing company Marigold’s just-released 2024 United States Consumer Trends Index Report. “U.S. consumers show a greater tendency toward brand loyalty than their global counterparts,” according to the report. Among global consumers, the figure is 63%.

Macroeconomic news and data in a nutshell

• “Jobless claims tick up in latest week,” per MarketWatch

• “7% interest rates hit weekly mortgage demand hard,” CNBC reports

• “Services drive US prices higher in January; inflation gradually cooling,” per Reuters

• “Here’s a big reason why people may be gloomy about the economy: the cost of money,” from NPR

Also see: Layoffs and budget cuts—tracking economic moves and news

Paramount, Disney, Comcast dominate social video

Social video measurement company Tubular Labs says that a few giant media companies have been dominating when it comes to audience ratings so far this year. For the full month of January, the top three video publishers across YouTube and Facebook are:

1. Paramount—168.9 million unique viewers
2. The Walt Disney Company—159.8 million unique viewers
3. Comcast—158.9 million unique viewers

Tubular attributes at least a part of this dominance to the release of a bunch of highly anticipated 2024 TV and movie trailers following 2023’s work stoppages in the wake of the Hollywood strikes. The official trailer for the second season of Paramount+’s “Halo The Series,” for instance, has racked up 8.6 million views on YouTube alone since its release on Jan. 11.

Amazon is building an internal ad tech team called ID++

“Amazon is quietly developing an internal ad tech team called ID++, which is part of its long-term strategy to win online advertising in the post-cookie era,” Ad Age’s Garett Sloane reports. “The team was recently promoted on an Amazon Advertising job posting site, but it has since been removed.”

The details: “Amazon said in the job posting: ‘The ID++ Program supports the next generation of innovative products and services that will fuel the future growth of Amazon’s ad solutions in an identity-restricted world,’” Sloane notes. “Amazon removed the job description after Ad Age reached out for comment.”

Essential context: “One marketing technology partner, who spoke on condition of anonymity, said they were aware of ID++, and that Amazon had been discussing the program with partners,” Sloane adds.

Keep reading here.

Just briefly

• “Why Martin Sorrell is investing in CTV buying platform tvScientific,” from Ad Age

• “Diverse media investment slowed in 2023—breaking down the numbers,” also from Ad Age

• “U.S. Limits Sales of Americans’ Personal Data to China, Other Adversaries,” from The Wall Street Journal

• “Meta accused of ‘massive, illegal’ data processing by European consumer groups,” per CNN

• “A poster’s guide to who’s selling your data to train AI,” from Vox

• “US to probe if Chinese cars pose national data security risks,” per Reuters

The newsletter is brought to you by Ad Age Datacenter, the industry’s most authoritative source of competitive intel and home to the Ad Age Leading National Advertisers, the Ad Age Agency Report: World’s Biggest Agency Companies and other exclusive data-driven reports. Access or subscribe to Ad Age Datacenter at AdAge.com/Datacenter.

Ad Age Datacenter is Bradley Johnson and Joy R. Lee.