Instacart partners with The Trade Desk to boost retail media for CPG brands

Instacart is working to strengthen its relationship with CPG advertisers through a new partnership with advertising technology company The Trade Desk.  

The partnership aims to make retail media buys for Instacart’s CPG customers “more data-driven" by giving them greater access to “purchase-minded audiences based on Instacart’s consumer behavior and product purchase data,” San Francisco-based Instacart announced Thursday.  

The last-mile delivery company said it is piloting the new tech capability with Beam Suntory, a producer of alcoholic beverages, and GroupM, a media investment and advertising company. Instacart said its partnership with The Trade Desk will give the pilot companies access to category-based purchase data to help them build audiences “that reflect consumer shopping behaviors across Instacart’s marketplace of more than 1,400 retail banners in North America.” 

Beam Suntory and GroupM will be able to layer their campaigns in The Trade Desk with Instacart data to build audience segments such as those who bought their brand; those who bought the category, but not their brand; lapsed purchases; and those 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, vice president 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. 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.” 

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The partnership will help CPG advertisers better understand their markets through the life-stage and purchase data Instacart brings to the equation, according to Ben Sylvan, vice president of data partnerships for 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,” Sylvan added. "We’re excited to see how these advertisers can come up with new, innovative campaigns, especially on connected TV.” 

Brittney Duncan, senior director for NA Media & Digital Marketing at Beam Suntory, commented that retail media is an important channel for the company, adding that Instacart Ads have driven performance for the brand.  

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“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,” Duncan stated.