Pinterest Advertisers Will Have Access to the Industry’s Leading Optimization Solution, IRI Lift, Linking Pinterest Exposure to Offline Purchase Data
IRI, a global leader in innovative solutions and services for consumer, retail and media companies, announced the commercial launch of its IRI Lift for Pinterest solution. For the first time, Pinterest advertisers will have access to IRI Lift, through the Pinterest platform, to measure the impact of their Pinterest campaigns on driving offline sales. The commercial launch of IRI Lift for Pinterest builds upon IRI’s existing partnership with Pinterest.
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IRI Lift for Pinterest seamlessly integrates Pinterest’s advertising exposure data with IRI’s big data assets to link advertising exposure on Pinterest to actual offline purchases down to the specific media tactic, audience, product and demographic levels. Within weeks of campaign conclusion, Pinterest advertisers will be able to see in-depth campaign analytics and use that information to quickly understand the ROAS and optimize to drive sales, penetration, dollars spent per trip and number of trips.
“This expanded partnership demonstrates the vital role IRI plays in optimizing many of the world’s largest advertising platforms, as well as the value Pinterest has seen in our solution,” said Mike Ellgass, executive vice president of technology and retail media platforms for IRI. “Pinterest is a leading platform for innovative and integrated marketing solutions for CPG, particularly in the food and beauty sectors that are predominantly driven by physical retail sales. By leveraging the industry’s leading measurement and optimization solution to link online activity with offline sales, Pinterest advertisers will be able to better measure the effectiveness of their ad spend, and use those results to make Pinterest more personal, relevant and useful to its users.”
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IRI Lift™ leverages IRI’s vast point-of-sale, frequent shopper and causal data to empower marketers to fully understand actual in-store sales lift impact of ad spend in real time throughout a campaign. By fusing real-time data from over 500 million frequent shopper loyalty cards, representing 93% of U.S. households, with IRI’s proprietary shopper panel and a host of other data assets, IRI Lift delivers the industry’s most granular and most accurate multichannel projection to help drive sales in real time.
Pinterest is used by more than 320 million active monthly users across the globe to find inspiration to create a life they love, including recipes, home and style ideas, travel destinations and more.
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