Pinterest and Zillow Partner For Real Estate Advertising

Pinterest has partnered with Zillow to give advertisers access to more detailed audience targeting based on housing-related consumer segments, extending Pinterest’s efforts to connect advertisers with users based on external first-party data.

The agreement will allow Zillow Elevate advertisers to target Pinterest users through Pinterest’s Media Network Connect, a feature available within Pinterest Ads Manager. The tool enables external media networks to securely share first-party audience segments, product catalogs and conversion data with advertising partners.

Under the partnership, advertisers will be able to target Pinterest users across 34 Zillow consumer segments. These include buyers, renters, sellers and homeowners, alongside more specialised groups such as recent homeowners and people interested in fixer-upper properties.

Zillow said its segmentation is based on user behaviour and more than 200 housing-related signals rather than broad demographic categories. The approach is designed to give advertisers more specific ways to reach audiences based on their potential housing interests.

The partnership reflects a wider shift in digital advertising toward the use of first-party data to refine audience targeting. For Pinterest, Zillow’s housing segments could be particularly relevant given the platform’s role in areas such as home decoration, renovation and property planning.

Pinterest users frequently save content related to interiors, renovation projects and future homes, creating a potential connection between the platform’s planning-oriented behaviour and Zillow’s housing data. Advertisers could use the new targeting options to reach consumers at different stages of the property journey, from renters and prospective buyers to homeowners planning renovations.