Zillow wants to help brands find customers who have shown signs that they’re interested in moving. The online real estate marketplace has inked a deal with Pinterest that allows advertisers to target Zillow’s audiences with Pinterest ads.  Zillow is opening up 34 audience segments of buyers, renters, sellers, and owners to Pinterest. Zillow can sell those audiences to advertisers through targeted Pinterest ads, said Kristin Patterson, VP of omnichannel retail at Pinterest. In one example, Kohler tested the partnership, finding that Zillow’s data helped reach 82% more Pinterest users than a standard Pinterest campaign that uses search targeting. "Moving is one of the most significant life moments people experience, and it comes with a lot of planning and decision-making, much of which happens on Pinterest,” said Zillow's Brent Rosso, vp of media ad strategy, in a statement. The deal marks the first time that Zillow has made its audience data available beyond its own properties. Zillow is also Pinterest’s first partner to bring housing-intent data to the platform through the Pinterest Media Network Connect program. Pinterest Media Network Connect is a self-service tool Pinterest rolled out last year that helps commerce media companies manage their own Pinterest campaigns. For Pinterest, the platform has been building roots into commerce media networks since 2018, Patterson said. The goal is to help companies including Zillow, Kroger, and Instacart extend their first-party purchase data offsite. Companies then sell Pinterest ads using their own data and measurement tools. Historically, those deals have used Pinterest’s managed-service offerings. Pinterest is now exploring evolving these deals into self-service offerings through Pinterest Media Network Connect, Patterson said. Targeting shoppers before they’re shoppers One of Pinterest’s core categories is home, making it a fit with Zillow’s home-adjacent advertisers, Patterson said. Additionally, 96% of searches on Pinterest are for unbranded keywords, meaning that consumers are not searching for specific products. Instead, they’re researching brands and products, opening up a larger amount of time for brands to influence sales. For Zillow, reaching people who are looking to buy or rent a house early on in their research makes Pinterest stand out. “There's a lot of offsite platforms that are capturing demand when people have already made the [purchase] decision,” Patterson said. “People come to Pinterest before they have any idea what they want, before they've made up their minds.”