But Leslie has not tested Pinterest’s new first-party data tool, which went through a more selective, rigorous testing process.
Brands looking to deploy the new first-party data solution will have to go through Pinterest’s Marketing Developer Partners (MDP) program, a network of vendors that have particular knowledge of Pinterest ad practices. However, Pinterest expects to add CRM matching to its self-serve offering later this year.
Malhotra added that while Pinterest does the audience matching on its own, not through a vendor like Acxiom, that might change. “We’ll be definitely be looking at areas where we can improve the product,” he said, “and if it made sense to do that, we would.”