Instacart shares retail media data with YouTube to serve shoppable ads

Instacart started cooperation Youtube Down enabling purchases in video platform ads.

Under this pilot, select Instacart consumer goods (CPG) brand partners will be able to use shoppable ads on YouTube to inspire consumers to purchase products for same-day delivery, Instacart announced on Monday (June 17). press release.

“We are proud continue to make our world-class advertising capabilities available on more platforms and unlock new, innovative touchpoints to connect brands and consumers,” Fiji Simo, Instacart’s CEO, said in a release. “By expanding into YouTube shoppable ad formats, we are combining the power of video creative with our valuable first-party data and seamless shopping experience.”

According to the release, this new offering is based on the online grocery platform’s first-party retail media data, which is then shared with YouTube. This data will allow brands to identify and reach high-intent consumers.

Additionally, the release said, Instacart’s fulfillment network will enable viewers-turned-shoppers to purchase featured products for same-day delivery.

Two of the first Instacart partners piloting this new feature are: Clorox and Publicis Media, according to the release.

“We were are rapidly testing new pilot offerings, including Instacart shoppable video ads on their platform, as we see the value of retail media in reaching our target customers.” Tiffany Tansenior director of e-commerce growth accelerator at Clorox, said in the release.

Joel Lunenfeldgeneral director of Publicis Media Exchangestated in the release: “Retail media networks are a significant channel for our CPG customers because of their high-interest audiences at the time of purchase.”

Retail media solutions can help deliver targeted offers and convert persuadable customers into loyalists, PYMNTS reported on Monday. Other companies that have recently implemented retail media solutions include DoorDash and JPMorgan.

Instacart’s YouTube pilot comes about six months after partnering with the online grocery platform Google to do Google Shopping ads available on Instacart advertising partners.

This partnership leverages Instacart’s first-party retail media data and closed-loop insights to help CPG partners reach high-intent consumers who actively search on Google.

In its Monday press release, Instacart said the first brands to pilot the offer, which launched in January, are seeing “promising results that validate the power of leveraging retail media to increase campaign effectiveness beyond Instacart’s capabilities.” own platform.”