Beam Suntory and GroupM Join Pilot to Sharpen
Their Campaigns on The Trade Desk with Instacart's Retail Media
Data
SAN
FRANCISCO, Oct. 19, 2023 /PRNewswire/
-- Instacart (Nasdaq: CART), the leading grocery technology
company in North America, and The
Trade Desk (Nasdaq: TTD), 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.
About Instacart
Instacart, the leading grocery
technology company in North
America, works with grocers and retailers to transform how
people shop. The company 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. Instacart makes it possible for millions of people to
get the groceries they need from the retailers they love, and for
approximately 600,000 Instacart shoppers to earn by picking,
packing and delivering orders on their own flexible schedule. The
Instacart Platform offers retailers a suite of enterprise-grade
technology products and services to power their e-commerce
experiences, fulfill orders, digitize brick-and-mortar stores,
provide advertising services, and glean insights. With Instacart
Ads, thousands of CPG brands – from category leaders to emerging
brands – partner with the company to connect directly with
consumers online, right at the point of purchase. With Instacart
Health, the company is providing tools to increase nutrition
security, make healthy choices easier for consumers, and expand the
role that food can play in improving health outcomes.
For more information, visit www.instacart.com/company, and to
start shopping, visit www.instacart.com.
About The Trade Desk
The Trade Desk is a
technology company that empowers buyers of advertising. Through its
self-service, cloud-based platform, ad buyers can create, manage,
and optimise digital advertising campaigns across ad formats and
devices. Integrations with major data, inventory, and publisher
partners ensure maximum reach and decisioning capabilities, and
enterprise APIs enable custom development on top of the platform.
Headquartered in Ventura, CA, The
Trade Desk has offices across North
America, Europe, and
Asia Pacific. Follow us on
Facebook, Twitter, LinkedIn and YouTube.
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SOURCE Maplebear Inc. dba Instacart