Instacart, Pinterest Team Up to Boost Brand Campaigns
Brand campaigns on Pinterest are evolving thanks to a partnership providing high-intent audiences backed with Instacart's data.
Pinterest's collaboration with Instacart aims to connect Pinterest users with the products they enjoy during the precise moment they’re planning to use them, according to a media release.
In the partnership's first phase, select brands advertising on Pinterest will be able to advertise their products to Instacart first-party audience data 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. This would tie Pinterest ads to actual product sales across the Instacart Marketplace of more than 1,800 retailers, further helping to prove campaign impact with real purchase data.
"Pinterest is an incredible platform for inspiration, and that inspiration can often lead to a purchase," Ali Miller, Instacart vice president of ads product, said in the media release. "By layering in Instacart's valuable retail media data, we're giving brands a more targeted way to reach high-intent Pinterest users at the right moment, when they're open to discovering something new and deciding what to buy next."
When Visual Search Platform Meets Real-World Purchasing Power
Pinterest ads will become directly shoppable via Instacart, giving Pinterest users the ability to complete a purchase in a few clicks, according to the release.
Pinterest advertisers also will gain an additional way to leverage first-party audience data from Instacart. They will have the ability to target and reach Instacart consumers based on actual purchase behaviors.
"With powerful first-party data by Instacart, brands can reach Pinterest users at the exact moment of intent and turn ads into shoppable experiences on Instacart," said Samir Pradhan, Pinterest VP of product management, in the release. "This partnership transforms discovery into purchase in just a few clicks, bridging the gap between inspiration and action for millions of Pinterest users."
Elevating the Shopping Experience
The Pinterest partnership is the latest in a series of additions to Instacart's ad capabilities. The company recently expanded its work with The Trade Desk to offer self-service and real-time measurement tools.
