Instacart and advertising technology firm The Trade Desk revealed Thursday a partnership to help select CPG advertisers enrich their campaigns with the power of retail media. The partnership aims to leverage and incorporate Instacart’s consumer behavior and purchasing data to help inform CPG advertisers’ media buys more on The Trade Desk's platform.
The Trade Desk offers tools to help companies manage their marketing and programmatic advertising strategies across ecommerce and connected TV channels.
Pilot partners will soon be able to access Instacart-informed audiences across omnichannel media buys through The Trade Desk. By taking this approach, CPG brand partners will be able to broaden their reach beyond Instacart’s platform and connect with consumers ahead of their next grocery shop across connected TV 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, according to Instacart.
“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, in a statement. “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.”
The partnership enables pilot brand partners to layer their campaigns in The Trade Desk with exclusive Instacart data to build category-based audience segments including :
• those who bought their category, but not their brand
• those who bought their brand
• lapsed brand purchasers
• audiences who have never purchased their brand
“Instacart brings a wealth of valuable life stage and verified purchase data to our platform for CPG advertisers,” said Ben Sylvan, VP of data partnerships at The Trade Desk, in a statement. “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.”
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