Pinterest has announced a major new partnership with Instacart, aimed at revolutionizing how brands connect with high-intent consumers by integrating real-world purchase behavior into Pinterest’s advertising platform, according to a Pinterest statement.
The collaboration, unveiled Monday, allows select brands to target Pinterest users using Instacart’s first-party audience data, which is drawn from actual shopping behavior across its marketplace of over 1,800 retailers. The initiative gives advertisers a more precise way to reach consumers at the moment they’re actively planning or considering purchases—such as during meal planning, home decorating, or organizing events.
In the first phase, advertisers will use these data-driven audience segments to enhance their Pinterest campaigns. A second phase will introduce closed-loop measurement, allowing brands to directly connect Pinterest ad exposure to completed purchases through Instacart—giving clear insight into campaign effectiveness.
“Pinterest is an incredible platform for inspiration, and that inspiration can often lead to a purchase,” said Ali Miller, Vice President of Ads Product at Instacart. “By layering in Instacart’s valuable retail media data, we’re giving brands a more targeted way to reach Pinterest users at the right moment.”
In addition to improved targeting, the partnership makes Pinterest ads shoppable via Instacart, enabling users to buy featured products in just a few clicks. Whether it’s ingredients for a recipe or a trending wellness item, purchases can now be completed seamlessly without leaving the Pinterest app.
“With powerful first-party data from Instacart, brands can reach Pinterest users at the exact moment of intent,” said Samir Pradhan, VP of Product Management at Pinterest. “This partnership transforms discovery into purchase in just a few clicks.”
This collaboration is part of Instacart’s expanding retail media ecosystem, which integrates its audience and measurement tools across a variety of platforms, including e-commerce sites, in-store tech, and now social media. The company currently works with over 7,000 brands and is helping marketers reduce complexity in today’s fragmented digital advertising landscape.
By connecting inspiration with action, Pinterest and Instacart aim to redefine how advertisers engage consumers—making the path from idea to purchase shorter, smarter, and more measurable.
Bd-pratidin English/ Jisan
