Through the expanded partnership with Google, Instacart now offers shoppable ads on YouTube, allowing brands to drive consumers directly to their platform for same-day delivery orders.
Ali Miller, Instacart's vp of ads, mentions the platform's move to offsite targeting as a key growth strategy, with recent partnerships including Roku, The Trade Desk, Google, and NBCUniversal.
Instacart is piloting shoppable YouTube ads with Clorox and Publicis clients, aiming to enhance the consumer ad experience and provide actionable content where the viewers are.
Joel Lunenfeld from Publicis Media Exchange highlights the importance of retail media networks for CPG clients due to high-intent audiences, first-party data, and fulfillment capabilities, contributing to business growth.
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