Pinterest and grocery delivery service Instacart have formed a partnership to improve ad targeting for retailers on Pinterest. This collaboration allows advertisers to use Instacart engagement data to better reach high-intent shoppers and makes Pinterest ads directly shoppable through the Instacart platform.
The partnership will initially enable select Pinterest advertisers to target Instacart’s first-party audience segments, based on real-world purchase behavior. In a later phase, closed-loop measurement will link Pinterest ads to actual product sales across Instacart’s marketplace, which includes over 1,800 retailers and nearly 100,000 stores in North America.
This initiative aims to benefit food and recipe brands by providing access to detailed customer insights and purchase trends. Retailers can tailor their promotions more effectively, whether they are marketing groceries, restaurant services, or consumer packaged goods.
Additionally, users will be able to purchase products featured in Pinterest ads with just a few clicks via Instacart, streamlining the shopping experience. For example, Pinterest users could pin a recipe and instantly order the ingredients for delivery within minutes.
Pinterest continues to expand its shopping features and marketplace, positioning itself as a versatile online shopping destination beyond traditional retail platforms. While it may not rival large e-commerce sites like Amazon, its improved targeting and direct shopping options offer new opportunities for marketers and consumers alike.