Instacart launches retail media solution integrated with TikTok Ads
Instacart has unveiled a groundbreaking integration with TikTok, marking the launch of the first end-to-end retail media solution embedded directly within TikTok Ads Manager. This innovative partnership allows select consumer packaged goods (CPG) advertisers to leverage Instacart's first-party retail media data to enhance their campaign targeting, optimize ad performance, and measure their impact - all within the TikTok platform.
A New Era for Retail Media and Social Commerce
By integrating its data and capabilities directly with TikTok, Instacart becomes the first retail media network (RMN) to offer advertisers a complete, seamless solution on the social media platform. As part of this collaboration, advertisers can access tools to target high-intent consumers, improve shoppable ad formats, and track campaign performance through closed-loop measurement.
Key features of the integration include:
- Targeting Smarter Audiences: Advertisers can utilize Instacart's audience segments to reach consumers with high purchase intent.
- Enhanced Shoppable Campaigns: TikTok's Smart+ campaigns are now powered by Instacart's grocery selection data, connecting users to specific products.
- Performance Measurement: Daily campaign performance can be monitored within TikTok Ads Manager using Instacart's purchase conversion data.
"This partnership is grounded in helping CPG brands meet consumers at the moment of inspiration to drive action", said Ali Miller, General Manager of Advertising at Instacart. "By bringing our rich, first-party retail media data to TikTok, we're empowering brands to reach the right consumer, optimize their campaigns in real-time, drive attributable sales, and deliver truly seamless commerce experiences where people are spending their time."
Meeting Shoppers Where They Are
TikTok, with over 180 million monthly active users in the U.S., has become a hub for discovery and commerce. According to TikTok, 87% of its users take action after seeing videos or ads, and 73% of users globally feel a deeper connection to brands on TikTok compared to other platforms.
"At TikTok, we're committed to helping businesses grow by connecting them with audiences ready to discover and act", said Lorry Destainville, Global Head of Product Partnerships at TikTok. "Through our partnership with Instacart, more brands can reach customers at the exact moment of inspiration, whether they're ready to stock up on groceries or motivated to try a new item."
Expanding Instacart's Advertising Ecosystem
The launch of this retail media solution on TikTok is part of Instacart's broader strategy to bring its first-party retail media data to platforms where consumers shop and make purchasing decisions. Beyond TikTok, Instacart's advertising ecosystem includes:
- The Instacart Marketplace
- Over 240 grocery e-commerce sites powered by its ad technology
- In-store solutions such as Caper Carts
- Strategic off-platform partnerships
With over 7,500 active brands and 1,800 retail partners, Instacart aims to streamline advertising for marketers by reducing fragmentation across retail networks.
A Seamless Blend of Social and Shopping
By combining Instacart's retail media expertise with TikTok's influential platform, this partnership underscores the growing trend of social commerce. It offers brands actionable insights, real-time campaign optimization, and the ability to meet shoppers where they are spending their time.
With this integration, Instacart and TikTok are paving the way for a more connected and effective advertising landscape, bringing brands closer to their audiences and empowering consumers to shop with ease.
Yohann BRONDY
