At a time when advertisers are searching for additional data to evaluate the return on their ad investments, Instacart has partnered with Roku to help CPG brands measure whether their ads drive sales on the grocery delivery platform.
This is the first cross-platform partnership between Instacart and Roku to enable measurement of purchases on Roku’s platform, which has widely been considered a walled garden. Through this partnership, Instacart will combine viewership statistics from Roku and insights from its marketplace to measure whether people are buying a certain product on Instacart after seeing an ad for it on Roku. In turn, this will allow CPG brands to measure the effectiveness of their TV streaming ads on product sales.
This new offering comes at a time when retail media platforms have become increasingly popular — but are also under pressure to prove their ads drive sales and are worth investing in over competitors. Instacart is trying to make that case a few ways: one, through collaborations like the one with Roku to help brands measure the effectiveness of their advertising efforts. And second, by also trying to aid brands in other advertising efforts — in particular, on upper funnel campaigns like streaming ads.Modern Retail