Instacart opens data to advertisers with new partnership

Dan Berthiaume
Senior Editor, Technology
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Instacart Trade Desk logos
Instacart is partnering with The Trade Desk.

Instacart is expanding its capabilities as an advertising platform by collaborating with a demand-side ad provider.

The grocery technology company is making its category-based purchase data available for brands utilizing The Trade Desk. CPG and advertising companies participating in the pilot launch, including Beam Suntory and GroupM, will soon be able to build and activate Instacart-informed audiences across omnichannel media buys through The Trade Desk.

As a result, Instacart’s CPG brand partners will be able to broaden their reach beyond the company’s platform and connect with consumers ahead of their next grocery shop across connected TV and display channels offered by The Trade Desk.

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 such as :

  • 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."

Instacart delves deeper into ad services

For the past 18 months, Instacart has been bolstering its capabilities as an advertising platform. In October 2021, Instacart collaborated with e-commerce marketing platform CommerceIQ on an offering called CIQ Advertising for Instacart. The service enables CPG brands to obtain real-time visibility across all their campaigns on the Instacart Ads self-serve ad platform, as well as leverage CommerceIQ artificial intelligence (AI) functionality.

In January 2022, the company released a collection of advertiser solutions, including brand pages and a suite of display applications designed to maximize brand reach and consumer awareness for CPG brands. And in May 2022, the company released shoppable video ads and enhanced shoppable display ads.

More recently, Instacart acquired Eversight, an artificial intelligence (AI)-based pricing and promotions platform for CPG brands and retailers, and streamlined the ad buying experience in its self-service Ads Manager portal. 

It also partnered with e-commerce optimization firm Ascential to offer Ascential clients early access to new advertising products and pilots, co-marketing, and educational and developmental initiatives; and collaborates with Roku to track whether consumers are purchasing products on Instacart after seeing an ad on the Roku streaming TV platform

Based in San Francisco, Instacart partners with more than 1,400 national, regional and local retail banners to facilitate online shopping, delivery and pickup services from more than 80,000 stores across North America on the Instacart Marketplace.