"The deal ties Roku's proprietary viewership data to Instacart's sales data (across over 1,100 retail banners and 80,000+ stores in North America) in a privacy-safe way to provide advertisers with new insights about whether viewers purchase products on Instacart after seeing an ad for a CPG brand on the Roku platform. In essence, the partnership aims to enable advertisers to more easily quantify the impact of their streaming buys on product sales."
"Roku and Instacart hope the partnership will drive more ad spend to streaming and to retail media - two rapidly growing categories within advertising. In fact, connected television (CTV) ad spend in the US is expected to jump a whopping $24.2bn, recent data from Insider Intelligence's eMarketer. The deal also aims to contribute to the growth of online grocery delivery, which has spiked in popularity since the onset of the Covid-19 pandemic in 2020."
Roku is partnering with Instacart to link Roku's viewership data with Instacart's sales data across more than 1,100 retail banners and 80,000 stores in North America. The linkage uses privacy-safe methods to show whether viewers purchase products on Instacart after seeing a CPG ad on Roku. The aim is to enable advertisers to quantify the impact of streaming ad buys on product sales and measure return on ad spend in e-commerce. The partnership targets increased ad spend toward streaming and retail media as connected television advertising grows. Online grocery delivery growth since 2020 supports the opportunity. Early pilots have produced promising advertiser results.
Read at The Drum
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