The partnership aims to make CPG advertisers’ media buys more data-driven.
Instacart and The Trade Desk, an advertising technology company, today announced a new partnership to help select CPG advertisers enrich their programmatic campaigns with 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 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
