I think of these partnerships as "sky bridges" because they aren't open advertising integrations. Those on the outside can still only look on in envy. Instead, we're seeing the biggest (and, uh, medium-est) online platforms piping data and ad budgets between them so as to recreate former methods of user-level targeting and attribution.
Step one for Instacart's ads business was to create ad tech for retailers to use on their own sites, CEO Fidji Simo told investors. Instacart's tech is mostly used by small or regional grocers, although there are some bigger names, too. Think of it as an RMN in a box.
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