Instacart grows its retail media bona fides with TikTok integration

"Instacart is collaborating with TikTok on a program that will integrate the company's retail media network data into the platform's Ads Manager, the companies announced in a press release. Select CPG advertisers soon will be able to use Instacart data for targeting and measurement, and to enhance their shoppable ad formats. Instacart is integrating its purchase and grocery selection data directly into TikTok Ad Manager."

"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 collaborating with TikTok to integrate its retail media network data directly into TikTok Ads Manager. Select CPG advertisers will be able to use Instacart data for targeting, measurement, and to enhance shoppable ad formats. The integration provides end-to-end capabilities natively on TikTok, enabling use of Instacart audience segments to reach consumers with high purchase intent. TikTok's Smart+ campaigns will be enhanced with Instacart grocery selection data. Advertisers can measure campaign and conversion performance through a closed-loop platform. Instacart's ecosystem includes more than 7,500 active brands and 1,800 retail partners, supplying robust retail data for marketers.

Read at Grocery Dive