"With the TikTok integration, Instacart aims to establish itself as the most advertiser-friendly media network, providing its data to help brands reach new and motivated audiences with minimal friction. While other retail media networks have worked with TikTok on specific campaigns, Instacart is " the first to work with Tiktok [on] what we're calling an end-to-end integration," Ali Miller, Instacart's general manager of advertising, told Adweek."
"That means advertisers will soon be able to use Instacart's audience segments to better target campaigns on TikTok's platform to reach consumers with high purchase intent. Additionally, they will be able to enhance shoppable formats through TikTok's Smart+ campaigns, which are integrated with Instacart grocery selection data. Advertisers will also be able to measure campaign and conversion performance through a closed-loop platform."
Instacart is integrating its purchase and grocery selection data directly into TikTok Ads Manager to let select CPG advertisers target, measure, and enhance shoppable ads. The integration makes Instacart the first retail media network to offer native end-to-end capabilities on TikTok, enabling use of Instacart audience segments for higher-purchase-intent targeting. Smart+ campaigns will incorporate Instacart grocery selection data to enrich shoppable formats. Advertisers will gain closed-loop measurement for campaign and conversion performance. Instacart cites a network of more than 7,500 active brands and 1,800 retail partners as the data foundation. The move aims to reduce fragmentation and simplify advertiser access to retail media data.
Read at Marketing Dive
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