Instacart to empower Pinterest campaigns using real-world purchasing data

Pinterest has teamed up with Instacart to enhance brands’ advertising campaigns by providing them with high-intent audiences.
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 real-world retail purchase behaviour.
The second phase will introduce closed-loop measurement, tying Pinterest ads to actual product sales across the Instacart Marketplace of over 1800 retailers. It will also help estimate campaign impact with real purchase data.
With this collaboration, Pinterest ads will become directly shoppable via Instacart, giving Pinterest users the ability to complete a purchase in just a few clicks.
Pinterest advertisers will also gain a new way to leverage first-party audience data from Instacart, allowing them to target and reach consumers based on actual purchase behaviors.
“Pinterest is an incredible platform for inspiration, and that inspiration can often lead to a purchase,” said Ali Miller, VP of ads product at Instacart.
“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.”
“This partnership transforms discovery into purchase in just a few clicks, bridging the gap between inspiration and action for millions of Pinterest users,” added Samir Pradhan, VP of product management at Pinterest.
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