Instacart and Pinterest are joining forces in a new retail media partnership that will bring shoppers even closer to their favourite items in the moment of inspiration. The collaboration will make Pinterest ads directly shoppable through Instacart, turning discovery into delivery in just a few clicks.
In the first phase of the rollout, select brands on Pinterest will gain access to Instacart’s first-party audience data, built from real-world shopping behaviour across over 1,800 retailers. That means advertisers will be able to reach Pinterest users who are already showing strong purchase intent, for example, people browsing recipes, party ideas, or home makeovers, and serve them more relevant ads based on what they’re likely to buy.
The second phase, which is expected soon, will go a step further by introducing closed-loop measurement. This will allow brands to tie Pinterest ad performance directly to product sales on Instacart, giving advertisers a clearer picture of what’s actually driving ROI.
From Pin to Cart
The partnership aims to make Pinterest a more powerful performance channel. Users could pin a smoothie bowl recipe and order all the ingredients on Instacart within seconds, or discover a trending skincare brand and receive it the same day.
The integration will allow Pinterest advertisers to access Instacart’s shopper data and target audiences based on what people actually buy, like keto snackers or organic shoppers, rather than relying on assumptions from clicks and pins alone.
“By layering in Instacart’s retail media data, we’re giving brands a more targeted way to reach high-intent Pinterest users at the right moment,” said Ali Miller, VP of ads product at Instacart.
This deal builds on Instacart’s expanding ad business, which already serves over 7,000 brands across its marketplace, partner sites, and in-store tech like smart carts.