In a pivotal move, Integral Ad Science (IAS), a renowned global platform for media measurement and optimization, has collaborated with North America’s dominant grocery technology enterprise, Instacart. This collaboration aims to infuse transparency into Instacart Ads, with IAS integrating its viewability and invalid traffic (IVT) measurement.
Tim Castelli, VP, Global Advertising Sales at Instacart said “We are delighted to partner with IAS as a third-party measurement platform for Instacart Ads. Their powerful technology ensures that marketers invest their spend on real consumers that want to make a purchase. Instacart Ads is a critical part of our business, with thousands of category-leading and emerging CPG brands using our platform and technology to meet consumers at the point of purchase.”.
Instacart’s dynamic advertising offerings cater to a spectrum of CPG brands, aiming to enhance product visibility and sales. Their advertising solutions harness the power of digital to present advertisers with prime opportunities to connect with a vast audience. The platform boasts partnerships with a staggering 1,400 retail banners, making its services accessible to an impressive 95% of North American households.
Further fortifying its position as a trailblazer in third-party verification within retail media networks, IAS collaborates with a majority of the top RMNs, nine out of ten, to be precise. With the integration of IAS’s viewability and IVT measurement, advertisers on Instacart will enjoy an enhanced layer of transparency. This will not only assure that genuine users view their advertisements but will also bolster the efficacy of media campaigns on Instacart.
Lisa Utzschneider, CEO, IAS said about the partnership “We’re honored that Instacart selected IAS to be a measurement partner and today’s announcement further reinforces IAS’s leadership in the retail media network space. Instacart Ads has quickly established itself as one of the most effective retail media networks in North America. Advertisers recognize the power of the Instacart Ads platform and the impact it has on sales and they are looking to add third-party measurement for even greater transparency.”.
The alliance between IAS and Instacart underscores the rising demand for transparent and accountable advertising in the digital realm. As online shopping continues its growth trajectory, ensuring authentic engagements becomes paramount. This partnership is set to redefine standards, ensuring advertisers get genuine value and audiences experience relevant content.