The new deal allows advertisers to target Instacart's 109 million U.S. households based on past purchase history.
Instacart provides insights on incremental spending from ad campaigns, with viewers able to seamlessly buy products via YouTube ads.
Instacart's strategy involves letting brands target ads on off-platform retail media using shopper data, expanding on partnerships with Google Shopping Ads, Roku, and The Trade Desk.
Instacart's VP of ads product highlights the focus on helping brands better target messages, reach high-intent consumers, and measure marketing impact.
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