#USA #San Francisco #Retail Media #Instacart #Pinterest

Instacart and Pinterest Join Forces for Innovative Retail Media Collaboration

In a transformative move for online shopping, Instacart (Nasdaq: CART) and Pinterest (NYSE: PINS) have partnered to enhance the effectiveness of Pinterest advertising while providing a more seamless shopping experience. The collaboration hinges on the power of Instacart's first-party data, enabling advertisers to better target high-intent audiences on Pinterest.

The partnership aims to connect Pinterest users with the products they are most interested in at the perfect time—be it while meal-prepping, planning a movie night, or redecorating a home office. This sophisticated targeting is made possible by utilizing real-world retail purchase data from Instacart, allowing brands to reach users based on actual shopping behavior and preferences.

A New Era of Ad Targeting

In the initial phase of this collaboration, advertisers on Pinterest will have access to audience segments derived from Instacart's first-party data. This segmentation is crucial for targeting products to consumers who are most likely to make a purchase. With the potential for a second phase that introduces closed-loop measurement, marketers can directly connect Pinterest advertisement campaigns to actual sales, thus demonstrating the effectiveness of their initiatives. Retailers can now prove the impact of their advertising spend using tangible purchase data that reflects real-time consumer behavior.

“Pinterest is an incredible platform for inspiration, and that inspiration often leads to a purchase,” stated Ali Miller, Vice President of Ads Product at Instacart. By integrating Instacart's valuable data into Pinterest ads, brands can achieve high precision in targeting users who are actively discovering and deciding on products.

Directly Shoppable Pins

One of the most exciting components of this partnership is the introduction of shoppable ads on Pinterest. Users can seamlessly transition from pinning an idea to making a purchase, all without leaving the platform. Imagine seeing a delicious cocktail recipe and being able to order the necessary ingredients in just a few clicks. With Instacart's logistics, consumers can expect delivery in as little as 30 minutes.

Samir Pradhan, VP of Product Management at Pinterest, emphasized the significance of this feature: “With powerful first-party data, brands can reach Pinterest users at the exact moment of intent and turn ads into shoppable experiences.” This innovation not only enhances the user experience but also significantly increases the likelihood of conversions from inspiration to sale.

A More Connected Shopping Ecosystem

This partnership represents the latest step in Instacart's expanding advertising ecosystem. By bringing its first-party retail media data and closed-loop measurement capabilities to various shopping platforms, Instacart aims to provide a holistic advertising strategy for brands. The collaboration showcases how brands can effectively promote their offerings across multiple platforms while simplifying the shopping journey for consumers.

Currently, Instacart works with more than 1,800 retail partners and over 7,000 active brands, streamlining the advertising process from fragmented networks to a more cohesive strategy. This collaboration not only helps in reaching high-intent consumers but also serves as a valuable resource for marketers faced with navigating complexities in the retail landscape.

About Instacart and Pinterest

Instacart is recognized as the leading grocery technology company in North America, facilitating online shopping from nearly 100,000 stores. The company's platform provides grocery delivery and e-commerce solutions to consumers, allowing them to shop conveniently from various retailers. Furthermore, Instacart Ads connects thousands of consumer packaged goods brands with their customers right at the point of purchase.

On the other hand, Pinterest stands out as a prominent visual search and discovery platform that inspires users in a positive and engaging manner. With over half a billion monthly active users, the platform has become an essential tool for brands looking to engage with consumers creatively.

In summary, the collaboration between Instacart and Pinterest is a game-changer for both retailers and consumers, bridging the gap between inspiration and action in the shopping experience like never before.