Instacart and Pinterest have announced a new collaboration to enhance brands’ advertising campaigns on Pinterest by utilizing Instacart’s first-party data. This partnership aims to connect Pinterest users with products they are interested in, at the moment they are planning their purchases.
Initially, select brands will be able to target Instacart’s audience segments based on real-world retail purchase behavior. This will allow advertisers to reach high-intent consumers more precisely. A future phase of the partnership is expected to introduce closed-loop measurement, linking Pinterest ads directly to product sales across Instacart’s network of over 1,800 retailers.
Ali Miller, Vice President of Ads Product at Instacart, stated, “Pinterest is an incredible platform for inspiration, and that inspiration can often lead to a purchase.” She added that the integration of Instacart’s retail media data provides brands with a targeted approach to reaching high-intent users.
The collaboration will make Pinterest ads directly shoppable via Instacart. Users will be able to complete purchases with just a few clicks. Samir Pradhan, VP of Product Management at Pinterest, commented on this feature: “With powerful first-party data by Instacart, brands can reach Pinterest users at the exact moment of intent and turn ads into shoppable experiences on Instacart.”
This initiative is part of Instacart’s broader advertising ecosystem strategy. The company aims to simplify marketing efforts for advertisers by providing consistent reach across various platforms where people make shopping decisions.
Instacart continues its role as a leading grocery technology company in North America. It partners with numerous retailers to facilitate online shopping and delivery services from nearly 100,000 stores across the continent.
