Pinterest and Instacart Form Deal Enabling Shoppable Ads

Group 1 - Pinterest and Instacart have formed a retail media collaboration that allows Pinterest ads to become directly shoppable via Instacart, enabling users to complete purchases quickly and have items delivered in as little as 30 minutes [1][2] - The collaboration will initially allow select brands on Pinterest to target Instacart's first-party audience segments based on real-world retail purchase behavior, with plans to introduce closed-loop measurement to link Pinterest ads to actual sales on the Instacart Marketplace [3] - This partnership is part of Instacart's broader advertising ecosystem, which includes over 220 grocery eCommerce sites and various off-platform collaborations [4] Group 2 - The collaboration aims to enhance the shopping experience by transforming user inspiration on Pinterest into actual purchases, leveraging Instacart's retail media data to target high-intent users effectively [5] - Instacart has previously partnered with YouTube to make video ads shoppable, indicating a trend towards integrating shoppable features across various platforms to facilitate same-day delivery for consumers [6] - Pinterest has reported a significant increase in outbound clicks to advertisers, having more than doubled these clicks year over year for three consecutive quarters, highlighting the platform's growing effectiveness in driving sales [6]