Pinterest has announced a new partnership with grocery delivery platform Instacart, aimed at improving ad targeting for retail brands and introducing shoppable ad capabilities tied to real-world purchasing data.
In the first phase of the collaboration, select Pinterest advertisers will gain access to Instacart’s first-party audience segments. These segments are built from actual purchase behavior across Instacart’s network, offering brands a chance to reach users who have already demonstrated buying intent. The data is expected to be particularly useful for food and recipe-related promotions, given Instacart’s footprint in the grocery sector.
According to Instacart, the partnership will eventually include “closed-loop measurement,” allowing advertisers to track how Pinterest ads directly influence product sales on Instacart. This would offer a clearer view into ad performance by linking campaign engagement to final conversions.
Instacart’s scale gives this data partnership significant weight. The platform works with more than 1,800 retailers and operates across nearly 100,000 stores in North America. The resulting data gives advertisers valuable insight into product preferences, seasonal trends, and regional buying behavior.
The integration also introduces a new commerce function: Pinterest ads will become shoppable via Instacart. Users who discover products – like ingredients for a recipe or personal care items – can be redirected to Instacart for immediate purchase and delivery. This collaboration marks Pinterest’s latest step toward deepening its presence in the online retail space, continuing to evolve into a competitive destination for commerce-minded users and advertisers alike.
