Instacart moves to be more transparent with ads

Integral Ad Science today announced a partnership with Instacart bringing a new level of transparency to Instacart Ads. IAS's viewability and invalid traffic (IVT) measurement will be available on Instacart Ads, which partners with more than 5,500 brands.

Instacart's advertising products and solutions produces online advertising to help CPG brands move products off shelves by providing advertisers with digital real estate to reach engaged customers. Instacart partners with more than 1,400 retail banners and is available to over 95% of households in North America.

IAS does third-party verification on retail media networks, working with nine of the 10 largest RMNs. When fully implemented, IAS's viewability and IVT measurement will provide Instacart advertisers with increased transparency and confidence that their ads are being seen by real people and help drive results for Instacart customers' media campaigns.