Dive Brief:
- 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.
- The integration makes Instacart the first retail media network to offer marketers end-to-end capabilities natively on TikTok, according to release details. The move follows other recent efforts from Instacart designed to boost its appeal to advertisers.
Dive Insight:
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 claims to have more than 7,500 active brands and 1,800 retail partners in its ecosystem, giving it a robust pool of data for its retail media network. The TikTok partnership is part of the company’s strategy to help marketers cut through fragmentation and complexity by allowing them to tap into Instacart’s retail media data wherever they’re already buying media, per release details.
Beyond its latest move, Instacart recently announced a partnership with Pinterest to make ads on the platform shoppable via the grocery delivery service. The company also expanded its partnership with The Trade Desk to integrate its grocery selection data on the programmatic company’s platform, enabling advertisers and agencies to use specific criteria to build first-party custom audiences.
