Instacart, the leading grocery technology company in North America and The Trade Desk, a global advertising technology leader, today announced a new partnership to help select CPG advertisers enrich their programmatic campaigns with the power of retail media. The partnership aims to make CPG advertisers’ media buys more data-driven on The Trade Desk by enabling them to reach purchase-minded audiences based on Instacart’s consumer behavior and product purchase data. Pilot partners, including Beam Suntory and GroupM, will soon be able to build and activate Instacart-informed audiences across omnichannel media buys through The Trade Desk. By taking this data-driven approach, CPG brand partners will be able to broaden their reach beyond Instacart’s platform and connect with high-intent consumers ahead of their next grocery shop across CTV and display channels offered by The Trade Desk.
Instacart will make category-based purchase data available for brands on The Trade Desk, enabling them to build larger, high-intent audiences that reflect consumer shopping behaviors across Instacart’s Marketplace of more than 1,400 retail banners in North America. The partnership enables pilot brand partners to layer their programmatic campaigns in The Trade Desk with exclusive Instacart data to build category-based audience segments like:
- bought their category but not their brand
- bought their brand
- lapsed brand purchasers
- audiences who have never purchased their brand
“Brands continue to tell us that they are looking for performant, data-driven solutions to maximize their return on investment,” said Ali Miller, VP of Ad Product at Instacart. “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.”
“Instacart brings a wealth of valuable life stage and verified purchase data to our platform for CPG advertisers,” said Ben Sylvan, Vice President, Data Partnerships, The Trade Desk. “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 a world leader in premium spirits, Beam Suntory is driving growth through quality craftsmanship, consumer connections and entrepreneurial spirit,” said Brittney Duncan, Sr. Director NA Media & Digital Marketing, at Beam Suntory. “Retail media is an important channel in our portfolio marketing mix and Instacart Ads continue to drive performance for our brands. Instacart’s new partnership with The Trade Desk provides an opportunity for us to scale our retail media efforts across our programmatic campaigns and inspire even more like-minded customers to enjoy our premium spirits.”
“Over the last few years, retail media has emerged as a highly valuable lever for us to connect our clients with high-intent consumers directly at the point of purchase,” said Lauren Lavin, Executive Director, Commerce, GroupM Nexus North America. “GroupM continues to secure first-to-market opportunities, like Instacart’s new pilot partnership with The Trade Desk, so our CPG clients’ investments can work smarter across the complex media landscape we know today.”
Instacart is committed to driving growth and delivering value to its more than 5,500 brand partners on and off Instacart. The Trade Desk partnership marks Instacart’s continued investment in off-platform solutions for advertisers. In April, Instacart launched the first set of off-platform measurement capabilities with a leading CTV device maker to help CPG brands measure the impact of streaming TV ads on e-commerce purchases.