A jewelry brand wants to conduct a Marketing Mix Modeling (MMM) study with a third-party measurement vendor and wants to ensure that paid and earned impression data on Pinterest is appropriately captured within the MMM. What is the first approach the media planner should recommend for accessing this data?

The most efficient and accurate first approach is to check if the third-party (3P) measurement vendor is integrated with the Pinterest MMM API. This API is designed to provide comprehensive, granular data on paid and earned impressions directly to approved partners, ensuring consistency and reducing manual effort. If the 3P vendor has this integration, it streamlines the data transfer process significantly. Generating a report in Business Manager or exporting metrics from Ads Manager provides aggregated data, which might not be granular enough or in the correct format for an MMM study. Asking the agency to pull data itself and share it is a manual process that can be prone to errors and inefficiencies, especially for large datasets required for MMM.