CVS Media Exchange Joins Pinterest’s Clean Room Initiative

CVS Media Exchange (CMX) is partnering with Pinterest and LiveRamp on a new data clean room initiative to support brand advertisers.
Photo credit: CVS Media Exchange, Pinterest

CVS Media Exchange (CMX), the retail media network designed to help brands reach and serve CVS Pharmacy shoppers, is partnering with Pinterest and LiveRamp on a new data clean room initiative. Provided by LiveRamp, this clean room solution is designed to give CMX partners greater transparency, allowing them to track and attribute sales driven by Pinterest.

With access to more than 74 million CVS ExtraCare members, CMX leverages high-fidelity, front-of-store data — such as everyday purchase habits and behaviors — to effectively predict shopper needs and deliver personalized campaigns, deals and messages. As part of Pinterest’s clean room initiative, the ExtraCare data is pseudonymized and then enters the clean room environment. Pinterest’s integration with LiveRamp then creates a secure, third-party space where CMX can gauge the overlapping populations within ExtraCare data and Pinterest’s platform data. Within this environment, neither CMX nor Pinterest will have access to the other’s identifiable data.

Inside the Data Clean Room

With this technology, CMX will be able to more accurately measure attributed sales related to campaigns and to share that information with CPG supplier partners and advertisers via the CMX Performance Dashboard. As a result, partners and advertisers will have the robust insights they need to refine and optimize their strategies and investments.

“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 and wellness and beauty seekers aligns with our own,” said Parbinder Dhariwal, VP and General Manager at CVS Media Exchange in a statement. “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.”

Pinterest and LiveRamp initially announced their clean room solution in early January 2023, with Albertsons being the first public user. Other retailers, such as Wayfair, have since followed. Pinterest Chief Revenue Officer Bill Watkins told AdExchanger that a data clean room was the “logical next step” for Pinterest, because it’s focused on helping brands drive business outcomes in a cookieless world. CMX is the first participating retail media network in the health and wellness space to work on this initiative, according to a company announcement.

“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 in a statement. “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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