PubMatic’s Instacart ads integration ‘to leverage retail media data across CTV’

PubMatic (PUBM) announced a new partnership with Instacart (CART) to leverage its first-party, retail media data off of Instacart in a privacy-compliant, scalable, and effective programmatic advertising solution via PubMatic’s Convert. Mars will be one of the first brands to activate Instacart’s retail media data with PubMatic via deal ID for CTV and premium video campaigns to enhance their advertising ROI. “Advertisers today are grappling with signal loss and looking for new ways to effectively target and measure their campaigns,” said Tim Castelli, Vice President of Global Advertising Sales at Instacart. “Brands realize that Instacart’s retail media data is a valuable, performant solution. CPGs can reach consumers directly at the point of purchase with Instacart Ads on our platform with trusted closed-loop measurement, in addition to leveraging our rich, first-party retail media data off-platform to power and enhance all of their other ad buys, like CTV and premium video.” PubMatic’s partnership with Instacart coincides with the company’s recent expansion of commerce media solutions. In 2023, PubMatic launched Convert, to empower commerce media networks with a single, self-service platform that streamlines the complex and fragmented commerce media marketplace.