Pinterest and Instacart partner to link ad targeting with real-world shopping behavior

In a collaboration announced this week, the visual discovery platform Pinterest will now enable select advertisers to target users based on Instacart’s first-party retail purchase data. The partnership introduces a two-phase initiative designed to merge online inspiration with real-world purchasing behavior, offering brands greater accuracy in ad delivery and better tools to measure campaign effectiveness.

The first phase of the partnership gives Pinterest advertisers access to Instacart’s retail media audience segments. These segments are constructed from actual shopping behavior across Instacart’s vast retail ecosystem—spanning more than 1,800 retailers and nearly 100,000 stores in North America. This integration enables advertisers to reach high-intent consumers with messaging that aligns with their demonstrated interests and needs.

For example, brands can target Pinterest users who frequently shop for low-sugar beverages, gluten-free snacks, or household staples, based on aggregated, anonymized purchase histories. The approach provides a clearer path from discovery to decision, reducing guesswork in audience targeting.

A second phase of the collaboration is set to introduce closed-loop measurement capabilities. This will allow advertisers to directly connect Pinterest ad engagement with actual product sales on Instacart, offering a more complete view of campaign performance and return on investment.

In addition to enhanced targeting, Pinterest ads are becoming directly shoppable through the Instacart platform. Users will be able to move from discovering a product or recipe on Pinterest to ordering it via Instacart in just a few clicks. Whether it’s ingredients for a cocktail recipe or a new clean beauty product, the integration is designed to collapse the gap between browsing and buying.

According to representatives from both companies, the combined offering responds to a growing demand from marketers for high-intent, omnichannel ad solutions that bridge media exposure and real-world outcomes. Ali Miller, VP of Ads Product at Instacart, noted that the goal is to reach Pinterest users “at the right moment,” when they’re both discovering content and deciding what to purchase.

The Pinterest collaboration adds to Instacart’s expanding advertising footprint, which already includes its own marketplace, 220+ e-commerce grocery sites, and in-store solutions such as smart carts. By integrating with off-platform partners like Pinterest, Instacart aims to simplify retail media buying across increasingly fragmented digital environments.

Meanwhile, Pinterest continues to build its shopping ecosystem by embedding e-commerce functionality into its platform. The company has leaned into the trend of turning product discovery into real-time transactions, especially in categories like food, beauty, and home goods—where users often seek ideas and products simultaneously.