Instacart, is joining forces with global ad tech giant, The Trade Desk, to empower select CPG advertisers with amplified programmatic campaigns infused with retail media.
This strategic partnership is designed to fuel data-centric media purchases on The Trade Desk, granting advertisers the leverage to target audiences aligned with Instacart’s unique consumer behavior and purchase data insights.
Early adopters of this initiative, including renowned names like Beam Suntory and GroupM, will soon harness the capability to devise and trigger audiences informed by Instacart’s insights across diverse media channels via The Trade Desk.
This novel approach positions CPG brands to expand their reach beyond the confines of Instacart, engaging with consumers primed for their next grocery purchase on CTV and display avenues offered through The Trade Desk.
Further sweetening the deal, Instacart is set to release category-centric purchase data on The Trade Desk’s platform. This move is set to allow brands to carve out expansive high-intent audiences that mirror the shopping tendencies spread across Instacart’s vast Marketplace, encompassing over 1,400 retail flags in North America.
Consequently, pilot brands can now enrich their programmatic campaigns on The Trade Desk with invaluable, exclusive data from Instacart, giving rise to audience segments centered around specific categories.
Instacart remains unwavering in its mission to catalyze growth and deliver unmatched value for its extensive network of over 5,500 brand associates, both within and outside its platform.
This alliance with The Trade Desk is a testament to Instacart’s ongoing efforts to bring off-platform solutions to the table for advertisers.
Ali Miller, Vice President of Product Management at Instacart said “Brands continue to tell us that they are looking for performant, data-driven solutions to maximize their return on investment. Instacart is attractive to marketers who want to drive results by reaching high-intent consumers, on a platform enhanced by our depth of consumer behavioral data and highly measurable outcomes. Now, we can help brands expand their reach to audiences off our Marketplace via our partnership with The Trade Desk. It’s critical for brands to reach consumers at scale, and ultimately drive purchase – and we’re excited to provide new solutions to help achieve those goals.”.
This direction was already hinted at in April when Instacart debuted its maiden off-platform measurement tools alongside a prominent CTV device manufacturer, aiming to aid CPG brands in gauging the influence of streaming TV promotions on e-commerce transactions.
Ben Sylvan, Vice President, Data Partnerships, The Trade Desk said “Instacart brings a wealth of valuable life stage and verified purchase data to our platform for CPG advertisers. Instacart-informed audiences will help The Trade Desk advertisers be a lot smarter with their media buying across the open internet, enabling them to reach their most valuable buyers. We’re excited to see how these advertisers can come up with new, innovative campaigns, especially on connected TV.”.
As the digital advertising landscape constantly evolves, strategic collaborations like this one between Instacart and The Trade Desk signify the merging of e-commerce and advertising worlds. For brands, it offers a more precise targeting mechanism, ensuring their advertising dollars are used more efficiently.
