YouTube Shopping ads are about to get a boost from Instacart’s retail media muscle. Viewers of the Google-owned video site will soon start seeing messages from brands like Clorox that are targeted using Instacart first-party shopper data and include callouts to jump to the grocery delivery platform to place orders.
Clorox, a regular Instacart partner, and a number of Publicis Media clients are the first consumer packaged goods brands to test the integration, which is part of a growing movement among retail media networks to leverage their troves of first-party shopper data to power campaigns on offsite marketing channels. The news was announced as part of Instacart’s presence at the Cannes Lions festival celebrating international creativity in Cannes, France.
“This is really our first integration in shoppable video,” said Ali Miller, Instacart’s vice president of ads product, in an interview ahead of the festival. “It’s also an area where we got a lot of interest from our mutual CPG partners.”
Source: Grocery Dive