Instacart partners with YouTube for shoppable ads, leveraging retail media data to target high-intent customers and enable on-screen product additions. Partnerships with Google Shopping and New York Times Cooking contribute to expanding shoppable surfaces.
CMO Laura Jones mentions the challenge of converting consumer purchases through shoppable videos but notes new partnerships reduce friction. The shift towards widespread adoption of shoppable video advertising on Instacart is observed.
Instacart ventures into the restaurant delivery domain via a partnership with Uber Eats, introducing a 'Restaurants' tab on the app to broaden its retail categories.
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