Instacart, Pinterest collaborate on new retail media

Instacart (CART) and Pinterest (PINS) are enhancing brands’ Pinterest campaigns by providing high-intent audiences powered by Instacart data. The new collaboration aims to connect Pinterest users with the products they love, in the exact moment they’re planning to use them. 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 retail purchase behavior-to reach 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. Pinterest ads will become directly shoppable via Instacart, giving Pinterest users the ability to complete a purchase in just a few clicks.