Instacart ads on YouTube now clickable

CPG companies can now convert consumers on YouTube through new clickable ads that enable them to purchase products for delivery via Instacart through a partnership between the two companies. 

The San Francisco-based delivery company announced on Monday that Clorox and Publicis Media are among the first companies to pilot the retail media tech. 

Instacart said in a press release that YouTube will leverage the last-mile delivery service’s first-party data “to identify and reach high-intent consumers, and receive closed-loop measurement.”

“By expanding into shoppable YouTube ad formats, we're merging the power of video creative with our valuable first-party data and seamless shopping experience," Fidji Simo, CEO and chair of Instacart, said in the press release. "Today's announcement marks an important next step to make grocery shopping effortless by helping consumers more easily go from discovery to purchase." 

The new ad capability builds on Instacart’s relationship with Google, which partnered with the delivery company in January. That collaboration enabled Instacart CPG partners to activate Google Shopping Ads to reach consumers who make purchases through Google. 

The goal of that partnership was to signal to CPG companies when shopping activity was taking place outside of the Instacart platform, Instacart said in January. 

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“Brands including Danone and Nestle USA were among the first to pilot the new offering and are seeing promising results that validate the power of using retail media to make campaigns more performant beyond Instacart's own platform,” according to Instacart. “Instacart's AI-powered merchandising combines nutritional preferences, past purchases and real-time trend data to engage high-intent consumers across Google's properties and facilitate purchases on Instacart.”