Pinterest Boosts Retail Media with First-Party Data Integration and New Ad Formats
Pinterest is bolstering its retail media offerings. The platform has integrated retailer first-party data into Pinterest Ads Manager, unveiling Media Network Connect. This move, along with the debut of Top of Search ads and enhanced local inventory ads, aims to bridge the gap between online discovery and offline retail.
Pinterest is scaling local inventory ads to reflect real-time, nearby product availability. This feature, combined with Top of Search ads, drives higher in-store visits. Early tests reveal Top of Search ads deliver a 29% higher click-through rate and a 32% greater chance of new shopper engagement. These ads surface brand placements directly in the most clicked areas of search results.
Pinterest has introduced Media Network Connect, a self-service tool inside Ads Manager for retail data integration. Kroger Precision Marketing and Instacart Ads are early U.S. partners using this first-party data integration. Pinterest is doubling down on its visual-first commerce strategy, positioning itself as the internet's visual shopping engine. 39% of Gen Z prefer to begin product searches on Pinterest, and 96% of Pinterest's top searches are unbranded, with nearly half of all clicks occurring within the first ten search results.
Pinterest's advancements in retail media partnerships and ad formats are transforming the way users discover and shop for products. By integrating first-party data and enhancing ad offerings, Pinterest is closing the gap between digital discovery and physical retail, driving more in-store visits and new shopper engagement.
