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The grocery delivery platform is the first retail media partner to enable targeting and end-to-end measurement directly within TikTok’s ad platform.
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.
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The cohort’s reliance on social media and influencers for product discovery remains, while new levels of comfort with retail media and AI take shape.
As promises of one-stop, AI-powered solutions proliferate, marketers will need to navigate the changed ecosystem and separate reality from hype.
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The cohort’s reliance on social media and influencers for product discovery remains, while new levels of comfort with retail media and AI take shape.
As promises of one-stop, AI-powered solutions proliferate, marketers will need to navigate the changed ecosystem and separate reality from hype.
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