The world leader in advertising technology, The Trade Desk, and North America’s top grocery technology company, Instacart, have announced a fresh collaboration. Through this collaboration, a limited number of CPG marketers will be able to leverage the strength of retail media in their programmatic campaigns. The alliance also hopes to increase the data-drivenness of CPG advertisers’ media buys on The Trade Desk. Based on customer activity and product purchase data from Instacart, it will allow them to connect with audiences that are interested in making a purchase.
Media buys for CPG advertising
GroupM and Beam Suntory are going to be pilot partners. With The Trade Desk, they will soon be able to develop and engage Instacart’s knowledgeable audiences for omnichannel advertising purchases. This data-driven strategy enables CPG brand partners to expand their reach outside of Instacart’s platform. Additionally, companies may reach highly motivated customers through The Trade Desk’s CTV and display channels before they even buy groceries.
Audience segmentation benefiting CPG marketers
Brands on The Trade Desk will have access to category-based purchase data from Instacart. They will be able to create more expansive, highly targeted audiences as a result, reflecting the purchasing habits of customers across the more than 1,400 retail banners that make up Instacart’s Marketplace in North America. Through the relationship, pilot brand partners can create audience segments based on categories. This can be achieved by layering their programmatic advertisements in The Trade Desk with exclusive Instacart data.
- Bought their category but not their brands
- Bought their brand
- Lapsed brand purchase
- Audiences who have never purchased their brand
Instacart – The Trade Desk Partnership
More than 5,500 brand partners on and off Instacart receive value from Instacart, which is dedicated to fostering growth and providing value. With the Trade Desk relationship, Instacart is demonstrating its ongoing commitment to supporting marketers’ off-platform solutions. To assist CPG clients in gauging the effect of streaming TV advertisements on e-commerce platforms, Instacart introduced the first set of off-platform measurement capabilities in April in partnership with a top manufacturer of CTV devices.
Here’s what they said
Ali Miller, VP of Ad Product 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.
Ben Sylvan, Vice President, Data Partnerships, The Trade Desk added,
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.
Brittney Duncan, Sr. Director NA Media & Digital Marketing, at Beam Suntory stated,
As a world leader in premium spirits, Beam Suntory is driving growth through quality craftsmanship, consumer connections and entrepreneurial spirit. 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.
Lauren Lavin, Executive Director, Commerce, GroupM Nexus North America commented,
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. 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.
- Netra is a Dual Masters graduate in International Business and Marketing. She is a content-writing enthusiast and a social media addict. In her downtime, you will find her headbanging to Pop songs from around the world. She is also a sports fanatic and especially loves F1, Volleyball, and Cricket. Her hobbies are baking and watching Anime.
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