Instacart Expands Retail Media Partnership with Google to Enable Shoppable Ads on YouTube

Instacart has made advertisements on YouTube shoppable for CPG companies, leveraging its first-party data about consumers to identify and reach high-intent shoppers and receive closed-loop measurement on their campaigns. Consumers viewing these ads can click directly to an Instacart product page to buy the featured items for same-day delivery. Clorox and Publicis Media are the first two participants in the YouTube pilot program, which extends Instacart’s broader retail media collaboration with Google Shopping.

“By expanding into shoppable YouTube ad formats, we’re merging the power of video creative with our valuable first-party data and seamless shopping experience,” said Fidji Simo, CEO and Chair of Instacart in a statement. “Today’s announcement marks an important next step to make grocery shopping effortless by helping consumers more easily go from discovery to purchase.”

“We are excited to pilot these new Instacart-powered shoppable YouTube ads off of Instacart to test and learn alongside the Instacart team,” said Tiffany Tan, Senior Director, Ecommerce Growth Accelerator at Clorox in a statement. “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.”

Instacart has been busily expanding its retail partnerships recently, both in media and delivery. Last month, the company curated a custom cart experience aligned with the Peacock series The Valley, and partnered with The Home Depot to offer same-day delivery. Earlier in May, Kohl’s selected Instacart as its exclusive same-day delivery partner, and Save Mart introduced Instacart-powered Caper Carts in nearly all its supermarkets.