Instacart is broadening its advertising reach through a new partnership with Google to bring Google Shopping Ads to the San Francisco-based delivery company’s CPG partners, Instacart announced Tuesday.
Instacart’s CPG partners, including Danone’s Oikos, Kraft Heinz brands, and Publicis Media’s CPG clients, can activate the Google Shopping Ads to reach customers shopping on Google, the company said.
The delivery company noted that customers shopping on Google “will be able to see ads for participating brands’ products as they search and click to complete their shopping journey on Instacart…”
Instacart noted that it works with over 5,500 brands, and the new collaboration will layer its retail media data over the Google Ads to signal shopping activity for its CPG partners outside of the Instacart platform.
“Over the last year, we’ve extended the power of Instacart Ads off-platform with a number of partners and now we’re enabling our brand partners to reach the right audience while they search on Google and seamlessly drive them to purchase on Instacart,” said Laura Jones, Instacart chief marketing officer, in a statement.