As data privacy and measurement accuracy increasingly define the future of digital advertising, privacy-protected measurement has become a priority for brands seeking performance insight without compromising data governance. Anonym has announced a new partnership with Pinterest that allows advertisers to measure campaign effectiveness on the platform while maintaining full control over their proprietary datasets.
The collaboration is designed to address a long-standing friction point in the advertising ecosystem. Many brands hold valuable first-party data, but activating that data on major platforms often requires relinquishing governance controls or accepting operational complexity that outweighs the perceived benefit. As a result, significant portions of advertiser data remain unused, not because they lack value, but because of the risk and internal lift associated with deploying them at scale.
Through this partnership, Anonym positions itself as a neutral privacy layer between Pinterest and advertisers. Its technology enables brands to gain actionable insights into campaign performance while keeping sensitive data protected. Advertisers can measure outcomes without transferring raw data, altering existing administrative workflows, or exposing proprietary information to external platforms.
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Anonym’s approach relies on a combination of end-to-end encryption, trusted execution environments, and differential privacy. These techniques allow data to be analyzed in a secure and controlled setting, ensuring that insights can be generated without revealing individual-level information or compromising ownership. For advertisers, this means privacy-protected measurement that aligns with both internal data policies and evolving regulatory expectations.
The partnership reflects broader shifts in digital advertising, where platforms and technology providers are under pressure to balance personalization, performance, and privacy. Visual discovery platforms like Pinterest rely heavily on understanding how users engage with content, while advertisers increasingly demand transparency and control over how their data is used. By introducing privacy-preserving infrastructure, Anonym and Pinterest aim to reduce the trade-offs that have historically limited advanced measurement.
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Anonym was co-founded by Graham Mudd, who also serves as Senior Vice President of Product at Mozilla. The company has focused on building infrastructure that allows data collaboration and analytics without exposing raw datasets. This positioning reflects a growing category of privacy-first ad tech designed to support first-party data strategies in a post-cookie environment.
For Pinterest advertisers, the integration offers a way to better understand campaign impact while respecting both consumer privacy and internal data controls. For the broader MarTech ecosystem, the announcement underscores how privacy-protected measurement is moving from theory into practical deployment.
By enabling advertisers to unlock the value of their first-party data safely, Anonym’s partnership with Pinterest signals a step forward in reconciling performance marketing with privacy by design. As brands continue to navigate regulatory scrutiny and shifting consumer expectations, privacy-protected measurement is likely to play an increasingly central role in how digital advertising evolves.
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