North American online grocery platform Instacart has expanded its first-party retail media capabilities by launching shoppable YouTube advertisements.
The move allows consumers to directly purchase products from select brand partners and opt for same-day delivery while watching YouTube videos.
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The latest initiative builds upon the online grocery platform’s existing partnership with Google Shopping, announced in 2024, and aims to provide advertisers with increased shoppable reach.
Instacart-powered shoppable YouTube ads will enable brands to transform their advertisements into instantly shoppable experiences.
This is made possible through Instacart’s advanced retail media technology and extensive fulfilment network.
Instacart’s partners Clorox and Publicis Media are among the first to test this advertising model.
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By GlobalDataPilot partners will benefit from Instacart’s first-party data, which will be used to target and engage consumers with a high intent to purchase.
The campaigns will offer closed-loop measurement to assess their effectiveness.
Clorox eCommerce Growth Accelerator senior director Tiffany Tan said: “We are excited to pilot these new Instacart-powered shoppable YouTube ads off of Instacart to test and learn alongside the Instacart team. Instacart’s first-party retail media data layered on top of our video creative will help us create engaging, shoppable ads to better reach, inspire and drive purchases from YouTube.”
The development is an extension of Instacart’s broader retail media strategy, which also includes collaboration to deliver Google shopping ads using its valuable first-party data.
Brands such as Danone and Nestlé USA were among the early adopters of this service and have reported encouraging results that underscore the effectiveness of retail media in enhancing campaign performance.
Instacart’s AI-driven merchandising leverages data on nutritional preferences, past purchases and current trends to connect with consumers who are ready to buy across Google’s suite of properties, and to facilitate seamless purchases via Instacart.
Instacart CEO and chair Fidji Simo said: “By expanding into shoppable YouTube ad formats, we are merging the power of video creative with our valuable first-party data and seamless shopping experience.
“Today’s announcement marks an important next step to make grocery shopping effortless by helping consumers more easily go from discovery to purchase.”
