PubMatic partners with Instacart to enhance CTV advertising with Retail Data
PubMatic today announced a partnership with Instacart to integrate Instacart's first-party retail data into PubMatic's programmatic advertising solution, Convert.
![PubMatic partners with Instacart to enhance CTV advertising with Retail Data](/content/images/size/w2000/2024/04/convert.webp)
PubMatic today announced a partnership with Instacart to integrate Instacart's first-party retail data into PubMatic's programmatic advertising solution, Convert.
According to PubMatic, the integration will let advertisers better target purchase-minded audiences watching connected TV (CTV) and premium video content.
Mars is among the first brands leveraging this partnership, using Instacart's data with PubMatic's deal ID functionality to improve ROI on their CTV campaigns.
Key Benefits for Advertisers:
- Enhanced Targeting: Instacart's shopper data provides valuable insights into consumer purchase behavior, allowing more precise audience targeting.
- Closed-Loop Measurement: Advertisers can directly track the impact of their CTV campaigns on Instacart sales, measuring return on ad spend (ROAS).
- Multi-Channel Reach: Instacart's data helps reach consumers both on its platform and across CTV and premium video environments.
“Advertisers today are grappling with signal loss and looking for new ways to effectively target and measure their campaigns,” said Tim Castelli, Vice President of Global Advertising Sales at Instacart. “Brands realize that Instacart’s retail media data is a valuable, performant solution. CPGs can reach consumers directly at the point of purchase with Instacart Ads on our platform with trusted closed-loop measurement, in addition to leveraging our rich, first-party retail media data off-platform to power and enhance all of their other ad buys, like CTV and premium video.”
PPC Land is an international news publication headquartered in Frankfurt, Germany. PPC Land delivers daily articles brimming with the latest news for marketing professionals of all experience levels.
Subscribe to our newsletter for just $10/year and get marketing news delivered straight to your inbox. By subscribing, you are supporting PPC Land.
You can also follow PPC Land on LinkedIn, Bluesky, Reddit, Mastodon, X, Facebook, Threads, and Google News.
Know more about us or contact us via info@ppc.land
Our latest marketing news:
- Amazon launches Target Promotion for Sponsored Products advertisers
- Amazon Prime Video secures landmark NBA and WNBA broadcasting rights deal
- FTC Warns: Hashed data not anonymous, companies risk deceptive practice claims
- Taboola unveils AI-powered solution to boost publisher traffic amid digital shifts
- Meta tackles Nigerian financial Sextortion Scams in massive account purge
- FTC launches probe into surveillance pricing practices of eight companies
- Location-based advertising: revolutionizing digital marketing strategies
- Reddit's exclusive Search Deal with Google raises concerns over AI Data
- Netflix surges in Nielsen rankings, streaming dominates TV consumption
- Kargo and TikTok partner to enhance offline sales insights for advertisers