WPP and Instacart target CPG brands with new advertising solutions

WPP and Instacart, an online grocery platform, today announced a new partnership providing advertising solutions and measurement tools for consumer packaged goods (CPG) brands.

The first-of-its-kind partnership will give WPP and its client early insight into Instacart Ads product offerings and access to new tools and features on the platform.

WPP, which has the largest global footprint in the CPG category, recognized the importance of developing advanced retail and commerce capabilities early on.

The partnership with Instacart Ads, which offers a robust suite of advertising products, reflects WPP’s commitment to market leadership by delivering advanced end-to-end business solutions that enable brands to thrive in online environments.

As the first Analytics API Partner, WPP will have access to a custom analytics API and data integration tool.

This will allow WPP agencies to develop unique insights for customers, including basket analysis and lifetime value.

The partnership will also include custom measurement and campaign management indices to ensure clients can optimize spend and sustainable growth on the platform.

Ryan Mayward, VP of Sales, Instacart, “Instacart Ads is designed to support brands of all sizes, helping them access the opportunity to deeply engage with their customers online.”

Doug Chavez, Vice President of Strategic Partnerships, WPP, added, “The pandemic has rapidly transformed how people shop and what they expect from brands online.

“This change in behavior means we need to use cutting-edge advertising tools for brands that now need to connect and engage with their consumers across all channels.”

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