WPP, the world’s biggest advertising group, has partnered with Instacart to unlock the growing online grocery advertising market.
Many of the biggest retailers, including Walmart in the US and Woolworths in Australia, have become media players, selling targeted advertising to consumer-packaged goods (CPG) brands.
The move by WPP follows Publicis Groupe which in July 2021 acquired ustralian-based software as a service platform CitrusAd which helps retailers sell digital advertising to brands.
WPP says its first of its kind partnership will give clients early insight into Instacart Ads product offerings and access to new tools and features on the platform.
Commercial details of the partnership haven’t been released.
Doug Chavez, Vice President of Strategic Partnerships at WPP: “The pandemic has rapidly transformed the way people shop and what they expect from brands online.
“This behavioural shift means we need to use cutting-edge advertising tools for brands who now need to connect and engage with their consumers across all channels.”
Ryan Mayward, Vice President of Sales at Instacart: “Instacart Ads is designed to support brands of all sizes, helping them access the opportunity to deeply engage with their customers online.”
As the inaugural Analytics API partner, WPP will gain access to a custom analytics API and data integration tool that enable WPP agencies to develop unique insights for clients, including basket analysis and lifetime value.
The partnership will also include custom campaign measurement and management indexes to ensure clients can optimise spend and sustainable growth on the platform.
The companies will also co-develop the first Instacart Ads agency certification program designed to provide teams with an advanced level of proficiency across Instacart’s app and products.
WPP and Instacart Ads will collaborate on the learning agenda and content, and WPP teams will gain access to the certification program before it is launched to the general market.
WPP has committed to having 1,000 employees certified by the program within the first six months of launch.
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