Talia Comorau

Instacart Ads work! More proof that Instacart audiences deliver incremental reach and brand lift. Check out this research we did in partnership with MAGNA Global and Interpublic Group (IPG) that highlights how Instacart audiences help brands reach more unique, new, and relevant customers. 67% of our audience would not have been reached through demo data alone! Plus, our audiences support non-endemic brands as well – for example, Instacart audiences are 5.5x more effective at driving intent to search for brands compared to 3P demo data. Here we go!

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Simple thought exercise for CPG leaders: If you have 1,000 products (and most legacy brands have more) and sell through Amazon, Walmart, Target, and Kroger, that’s roughly 4,000 product pages that need regular updating. Even if you only refreshed them once a year, a lifetime considering Amazon changed requirements 200+ times last year, could your teams really handle 4,000 PDP optimizations annually?

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My German is a little rusty, but i think the article says, "after a successful professional hockey career for the Leafs, Mark explains how AI is transforming campaign launches."

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Instacart's off-site platform is a pure play verticalized retail media ad revenues opportunity at scale. This isn't just an expansion; it's a calculated move to become the ad network for CPGs, leveraging fragmented retail data to commoditise individual retailer networks. The core strategy is to aggregate CPG spend by offering a unified view across their 1800 retailer dataset. By providing CPGs with consolidated first party purchase data and a reported $5.25 grocery ROAS, Instacart is positioning itself as the indispensable media partner. This is a tendance I see in the retail industry, moving beyond on-site platform monetisation to actively target off-site platform budgets. Advertisers and agencies are looking for simplified and unified buys solutions and Instacart to now offering it. Instacart’s suggests they want to grab a much largest slice of the $10.13 billion to $10.28 billion GTV they facilitate. This move shows us how retailers view their own media network strategy. Relying solely on on-site inventory risks becoming a commoditised data provider to a larger aggregator. Retailers must now consider how to build defensible value beyond their owned properties, or risk seeing their ad revenue siphoned off by platforms like Instacart. If Instacart successfully aggregates CPG spend off platform, what defensible value remains for individual retailer media networks beyond their owned properties? Comment below if this topic is interesting to you of DM me. Anyway, well done Instacart, that's a good move. #RetailMedia #AdTech #CPG #Instacart

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✅🖥️ AdExchanger (9/23): “The new product goes further by plugging into The Trade Desk’s AI-based Kokai ad platform to create a live feedback loop between the UID2 IDs targeted by TTD and results collected by Acxiom. It matches audience impressions to online and offline sales from Acxiom’s consumer data. One way to think of the new flavor of Acxiom’s tie-up with The Trade Desk is as a reflection of other similar incrementality and AI ad products offered by walled gardens. Amazon, for example, has a similar product with Acxiom although it’s specific to Amazon’s empire. The product was built on AWS for Amazon’s media, uses the Amazon DSP and sits within Amazon Marketing Cloud, which is the ad business’s data clean room. With True Intelligence, advertisers can “hit the open internet, inclusive of CTV, to give the ability to measure holistically,” adding that the product is built on Snowflake, which is a neutral platform. The idea of targeting incremental new customers with an AI-based ad platform is also akin to what Google and Amazon have done with Performance Max and Performance Plus, respectively. Walled garden platforms use their own identity sets and DSPs to self-attribute and optimize campaigns, which is a nontransparent practice even by walled garden standards. Advertisers only get reported results, and the IDs aren’t available. With TTD and Acxiom, advertisers can access log files and build on top of their own first-party data set or CRM base.” ⬇️ #programmatic #ctv #measurement #avod #ott https://lnkd.in/e5gCE8tc

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Interesting to see the gaps in priorities between brands and agencies. It seems that brands choose to retain the core work of their brand marketing in-house while tasking agencies to handle performance related activities.

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Exciting news for advertisers! We’re announcing a first-of-its-kind partnership between Paramount and Taboola - bringing the reach of Connected TV together with the AI-powered performance engine of Realize. Taboola Paramount Adam Singolda James Arthur #DigitalAdvertising #CTV #performance

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