Sunny Nguyen, Head of Brand Media at Pinterest, joins Natalie Bastian, Teads Global CMO, to explore the evolving role of measurement in advertising. Sunny shares how Pinterest is crafting innovative frameworks to quantify the impact of brand media and build stronger connections with its audience.
Key Insights:
- Measurement in Focus
Sunny emphasizes the importance of developing holistic measurement frameworks that integrate base media metrics, multi-touch attribution (MTA), and marketing mix modeling (MMM). By layering and validating data with partners, Pinterest ensures confidence in its metrics while solving complex business challenges. - Data-Driven Optimization
With increasing pressure to maximize flat or reduced budgets, Sunny highlights the need for “brandformance”—combining brand and performance objectives. This strategy helps Pinterest make every impression count, even in brand campaigns, to meet performance goals effectively. - Building for 2025 and Beyond
Looking ahead, Sunny envisions refining Pinterest’s ability to identify not only who its media connects with but also who it doesn’t. By leveraging data insights, Pinterest aims to adjust creative and optimize campaigns to better serve untapped audiences.
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