#instacart

#instacart

Spooky season is all about fun costumes, scary movies, and of course, lots and lots of candy.

Instacart is collaborating with TikTok on a program that will integrate the company's retail media network data into the platform's Ads Manager, the companies announced in a press release. Select CPG advertisers soon will be able to use Instacart data for targeting and measurement, and to enhance their shoppable ad formats. Instacart is integrating its purchase and grocery selection data directly into TikTok Ad Manager.

With the TikTok integration, Instacart aims to establish itself as the most advertiser-friendly media network, providing its data to help brands reach new and motivated audiences with minimal friction. While other retail media networks have worked with TikTok on specific campaigns, Instacart is " the first to work with Tiktok [on] what we're calling an end-to-end integration," Ali Miller, Instacart's general manager of advertising, told Adweek.

A new feature grants advertisers access its proprietary retail media data directly within the TikTok Ads Manager platform. The integration gives brands end-to-end tools to reach, engage, and convert shoppers on TikTok using Instacart's retail data. It also enables advertisers to target more effectively, streamline in-app purchases, and analyze campaign performance in real time. This partnership enables advertisers to target high-purchase intent users by leveraging Instacart's audience segmentation and grocery selection data.

In the initial phase of the partnership, select brands advertising on Pinterest will be able to advertise their products to Instacart first-party audience segments - built from real-world retail purchase behavior - to reach high-intent consumers with more precision.

Instacart's CEO Fidji Simo is shifting to OpenAI as CEO for Applications, emphasizing scaling traditional functions, amidst broader executive changes in tech.