Instacart and Pinterest are enhancing brands' Pinterest campaigns by providing high-intent audiences powered by Instacart data. The new collaboration aims to connect Pinterest users with the products they love, in the exact moment they're planning to use them, whether they're meal-prepping for the week, planning a backyard movie night, or redecorating an office. In the initial phase of the partnership, select brands advertising on Pinterest will be able to advertise their products to Instacart first-party audience segments?built from real-world retail purchase behavior?to reach high-intent consumers with more precision.
A second phase is expected to introduce closed-loop measurement, which would tie Pinterest ads to actual product sales across the Instacart Marketplace of over 1,800 retailers, and help prove campaign impact with real purchase data. A Visual Search Platform Meets Real-World Purchase Power: Pinterest ads will become directly shoppable via Instacart, giving Pinterest users the ability to complete a purchase in just a few clicks. Imagine pinning a cocktail recipe and being able to instantly order the ingredients, or discovering a new clean beauty brand and getting it delivered to your door in as fast as 30 minutes.
Pinterest advertisers will also gain a new way to leverage first-party audience data from Instacart. This means the ability to target and reach Instacart consumers based on actual purchase behaviors, like fans of gluten-free snacks or low-sugar beverages on Pinterest. A More Connected Shopping Experience: This new collaboration is the latest addition to the growing Instacart advertising ecosystem, which brings its first-party retail media data and closed-loop measurement to the places where people spend time and make shopping decisions.
That includes the Instacart Marketplace, 220+ grocery e-commerce sites, in-store Caper Carts, and off-platform collaborations with partners like Pinterest. With over 7,000 active brands and 1,800 retail partners in its ecosystem, Instacart is helping marketers cut through fragmentation and complexity. Rather than build bespoke strategies across fragmented retail networks, advertisers can tap into Instacart's retail media data wherever they're already buying media?bringing consistent, high-intent reach to platforms like streaming, search, and social discovery.
