Instacart and Pinterest announced a new retail media collaboration on June 16, 2025, aimed at enhancing brands' Pinterest campaigns. This partnership leverages Instacart's first-party data to provide more precise ad targeting.
In the initial phase, select brands advertising on Pinterest will be able to target Instacart's audience segments based on real-world retail purchase behavior. This allows for more relevant ad delivery to high-intent consumers.
A second phase is expected to introduce closed-loop measurement, directly linking Pinterest ads to actual product sales across Instacart's network of over 1,800 retailers. This collaboration will also make Pinterest ads directly shoppable via Instacart, bridging inspiration and purchase for users.
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