Observed Signal · Aug 13, 2026 · Partnership · Source: Adweek · Impact: 3/5 · Sentiment: Positive
Zillow Partners with Pinterest to Target Home Shoppers
Zillow has struck a partnership with Pinterest to enable advertisers to target Zillow audiences inside Pinterest's ad product. Zillow is opening 34 audience segments — including buyers, renters, sellers and owners — to Pinterest, allowing those audiences to be sold to advertisers through targeted Pinterest campaigns. Pinterest's VP of omnichannel retail, Kristin Patterson, confirmed the capability; Zillow's Brent Rosso highlighted the alignment between moving and planning activity on Pinterest. In a test, Kohler reported that using Zillow's data reached 82% more Pinterest users than a standard Pinterest search-targeted campaign. The move expands how property-intent signals are commercialized within social ad inventories.
This partnership commercializes Zillow's intent audiences within a social ad platform, expanding retail-media-style audience targeting into home-related purchase moments — notable but not industry-shifting.
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Key Takeaways & Evidence Grounding
- Zillow has inked a deal with Pinterest to allow advertisers to target Zillow audiences with Pinterest ads.
- Zillow is opening 34 audience segments of buyers, renters, sellers, and owners to Pinterest.
- Zillow's audiences can be sold to advertisers through targeted Pinterest ad campaigns, according to Kristin Patterson, VP of omnichannel retail at Pinterest.
- Kohler tested the partnership and found Zillow’s data helped reach 82% more Pinterest users versus a standard Pinterest campaign using search targeting.
- Brent Rosso, Zillow’s VP of media ad strategy, said moving is a significant life moment that involves planning and decision-making on Pinterest.
Connected Companies & Entities
2 Entities mapped“The online real estate marketplace has inked a deal with Pinterest that allows advertisers to target Zillow’s audiences with Pinterest ads....”
“Zillow wants to help brands find customers who have shown signs that they’re interested in moving....”
Ontology Mapping & Concepts
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Pinterest AI Converts Beauty Pins into Action Plans
Pinterest unveiled 'Beauty Guides,' an AI-powered feature that converts beauty-related Pins (e.g., hair and nail inspiration) into actionable plans for salon visits. Using its visual intelligence and generative AI (Pinterest Intelligence), the feature translates user images into professional salon terminology like 'balayage,' 'root melt,' and 'almond nails.' Users tapping 'Get the Guide' receive details on what to ask for, estimated time, price ranges, and maintenance requirements. At launch, it works across hairstyle, color, nail shape, and finish Pins. This represents a practical, consumer-facing application of AI, bridging inspiration with actionable steps.
Albertsons Retail Media Head Departs
Brian Monahan has left Albertsons Media Collective, the grocery chain's retail media network, after just over a year as senior vice president. The unit will now report to CMO Emily Turner, who in turn reports to EVP and Chief Merchandising Officer Michelle Larson. An Albertsons spokesperson confirmed the departure, noting that business partners were informed. Monahan, who joined from Dentsu where he led retail media solutions, and previously led retail vertical strategy at Pinterest, was unexpectedly scheduled to speak at industry events that week. Under his leadership, Albertsons launched an incremental multi-touch attribution measurement solution and a scripted branded entertainment offering. Agency executives suggest the move reflects slower-than-expected growth of the network, though client ad spend is not expected to be affected. Albertsons' digital sales grew 13% in Q1 fiscal 2026, but identical sales declined 0.8%. The company did not disclose if the position will be filled.
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