PubMatic and Instacart join forces to marry retail media data with programmatic advertising

The partnership between PubMatic and Instacart is a significant collaboration that allows PubMatic to utilize Instacart’s first-party retail media data to enhance programmatic advertising. This initiative enables advertisers to target new customers and guide consumer choices throughout the shopping process by using detailed information on buyer behavior.

PubMatic's Convert platform benefits from the collaboration with Instacart by being able to select the most suitable inventory for each campaign from its network of nearly 1,800 top publishers. It analyzes context and content signals to target audiences effectively, such as promoting new food products through cooking channels on connected TV. The partnership also allows brands to measure key metrics like awareness, consideration, ROAS (Return on Ad Spend), and lift in new-to-brand sales.

Marrying retail media data with programmatic advertising offers several advantages, including:

• Enhanced targeting capabilities using detailed shopper behavior data from Instacart.
• More effective reach of potential customers at the point of purchase.
• Direct measurement of advertising impact and sales through Instacart.
• The ability to use advanced data analytics for more targeted and personalized advertising campaigns.
• Adherence to strict data privacy and security measures by PubMatic, ensuring that personal data of individuals within targeted segments is not disclosed to advertisers.

The PubMatic-Instacart partnership is significant for connected TV (CTV) campaigns because it addresses the challenges of signal loss by providing enhanced targeting and measurement methods. With Instacart’s detailed shopper behavior data, advertisers can more accurately pinpoint consumers, making CTV campaigns more effective and efficient.

The forecast for Instacart's grocery sales is to reach $39.1 billion in the year, which represents a growth of 12.8% over the previous year. As for ad revenues, it is expected to narrowly surpass $1 billion for the first time this year, with a projection of reaching $1.36 billion by 2026.