- Instacart (CART, Financial) has expanded its partnership with The Trade Desk (TTD) to improve programmatic advertising using retail media data.
- The integration allows advertisers to create custom audiences and access real-time sales measurement signals directly in The Trade Desk platform.
- This partnership includes over 7,000 active brands and 1,800 retail partners, offering closed-loop measurement capabilities such as attributed sales and ROAS.
Instacart (CART) has significantly enhanced its retail media capabilities by expanding its partnership with The Trade Desk (TTD), a leading advertising technology platform. This move positions Instacart as the first U.S. retail media network to integrate its grocery selection with The Trade Desk platform, enabling advertisers to build custom audiences and access real-time sales measurement signals for programmatic campaigns.
The partnership allows consumer packaged goods (CPG) brands to create self-serve custom audiences and utilize pre-defined segments across various categories. Advertisers can now measure campaign performance through closed-loop measurement, including attributed sales and return on ad spend (ROAS), all within The Trade Desk platform. This integration eliminates the need for insertion orders, while maintaining brand safety controls and data privacy compliance.
Prominent brands like Danone have already utilized this integration, leveraging Instacart's extensive advertising ecosystem that encompasses over 7,000 active brands and 1,800 retail partners. The collaboration is a strategic move for Instacart, as it strengthens its competitive position against major retail media networks like Amazon and Walmart by offering advertisers scale and consistency across platforms.
Instacart continues to expand its advertising reach beyond its marketplace through partnerships with companies like Google, Meta, NBCUniversal, and Roku, helping marketers cut through fragmentation and complexity in the digital advertising space. This expanded partnership not only enhances campaign optimization capabilities but also provides advertisers with valuable insights and performance metrics to drive real business outcomes.
