"Instacart believes it can do what others can't: connect 1,800 retailers, 100,000 stores and millions of grocery baskets to finally make media and commerce work together. "We sit in a unique spot," Silverblatt tells The Drum. "We can partner with retailers, support their own commerce businesses and give brands one ecosystem instead of hundreds of fragmented ones." The goal, he says, is to cut through the noise, prove real lift and make the experience less painful for everyone."
""Buyer simplicity has to be at the core. If you're buying Pinterest media, it should look and feel the same as buying anything else without jumping through extra hoops." Then comes the proof. "We've had to show incrementality from day one. We don't own a store, so every dollar has to show up as real lift beyond what brands already get from their retail partners.""
Retail media is shifting from proliferation toward consolidation as brands struggle to compare and manage hundreds of networks. Instacart connects 1,800 retailers, 100,000 stores and millions of grocery baskets to unify media and commerce into a single ecosystem. The platform aims to provide consistent buying tools, controls and reporting so cross-channel purchases feel uniform and simpler to manage. Buyer simplicity and measurable incrementality are core priorities, with every advertising dollar required to demonstrate lift beyond existing retail partnerships. A data-led audience business and AI-driven automation are positioned to improve targeting, speed conversions and reduce operational friction. The objective is to cut through fragmentation, prove real lift and make media-buying less painful for brands and retailers.
Read at The Drum
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