The partnership between Pinterest and Instacart aims to enable brands to advertise more effectively by targeting high-intent consumers based on real-world retail purchase behaviors through select audience segments. Initially focusing on advertising, the collaboration is set to move into a second phase that will incorporate closed-loop measurement, allowing advertisers to link Pinterest ads directly to actual sales in the Instacart Marketplace. This will help brands understand campaign effectiveness using real purchase data, enhancing the shopping experience for consumers by making it easier to order products quickly.
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.
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.
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