PubMatic Announces Instacart Ads Integration to Leverage Retail Media Data Across CTV
April 03 2024 - 8:05AM
PubMatic (Nasdaq: PUBM), an independent technology company
delivering digital advertising’s supply chain of the future, today
announced a new partnership with Instacart (Nasdaq: CART) to
leverage its first-party, retail media data off of Instacart in a
privacy-compliant, scalable, and effective programmatic advertising
solution via PubMatic’s Convert. Mars will be one of the first
brands to activate Instacart’s retail media data with PubMatic via
deal ID for CTV and premium video campaigns to enhance their
advertising ROI.
“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.”
PubMatic will use Instacart’s retail media data in connection
with curated inventory for approved advertisers. By leveraging a
single, closed-loop data set, PubMatic will facilitate direct
measurement of return on ad spend (ROAS) and sales impact on
Instacart of these campaigns. Through PubMatic’s Activate, brands
will be able to design, optimize and track campaigns based on
specific marketing objectives such as increased awareness,
consideration, and purchases.
“With digital platforms that offer shoppers delightful commerce
experiences and advertisers valuable audience exposure, Instacart
is a strategic retail partner for our clients,” said Jessica Brown,
Managing Director, Digital Investment at GroupM. “We are
excited to build upon our longstanding partnership
with PubMatic as one of the first agencies to seamlessly
activate dynamic audience segments across PubMatic’s premium
inventory, so our advertisers optimize campaign impact in
real-time.”
“We are excited to partner with PubMatic and Instacart to scale
this valuable retail media data across our programmatic campaigns
to optimize performance and drive ROI,” said Ron Amram, Senior
Director, Global Media at Mars. “By tapping into Instacart’s retail
media data across all digital channels, we can boost brand
recognition and encourage more consumers to buy our products online
or in-store.”
“PubMatic’s partnership with Instacart is the future of how
commerce companies will build out audience extension capabilities.
Instacart’s new flexible solution will not require new integrations
through PubMatic’s privacy-compliant ecosystem,” said Hashim Mian,
Vice President, Commerce Media at PubMatic. “We look forward to
growing our relationship with Instacart by enabling them to tap
into our premium global inventory to offer a scalable, off-site
commerce media solution to their leading consumer packaged goods
brand clients.”
PubMatic’s partnership with Instacart coincides with the
company’s recent expansion of commerce media solutions. In 2023,
PubMatic launched Convert, to empower commerce media networks with
a single, self-service platform that streamlines the complex and
fragmented commerce media marketplace. Convert now enables seamless
audience extension, which, alongside sponsored product listing
support and onsite monetization, unifies multiple high growth
channels for a commerce media network. Commerce companies and
advertisers can now leverage one platform to upload, share,
execute, and measure onsite and offsite full-funnel campaigns in a
secure and efficient way.
To learn more about Convert,
visit pubmatic.com/products/convert/
About PubMatic:PubMatic (Nasdaq: PUBM) is an
independent technology company maximizing customer value by
delivering digital advertising’s supply chain of the future.
PubMatic’s sell-side platform empowers the world’s leading digital
content creators across the open internet to control access to
their inventory and increase monetization by enabling marketers to
drive return on investment and reach addressable audiences across
ad formats and devices. Since 2006, our infrastructure-driven
approach has allowed for the efficient processing and utilization
of data in real time. By delivering scalable and flexible
programmatic innovation, we improve outcomes for our customers
while championing a vibrant and transparent digital advertising
supply chain.
Press Contact:Broadsheet Communications for
PubMaticpubmaticteam@broadsheetcomms.com(917) 826-1103
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