Instacart Lets Brands Target Ads Off-Platform Through Google Shopping Campaigns

The grocery delivery service has been expanding its ad business outside of its owned properties

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Instacart is letting advertisers use its vast trove of shopper data to target ads on Google Shopping campaigns, the grocery delivery firm announced at technology conference CES today.

The Google partnership continues its strategy to let brands target Instacart ads off-platform, said CEO Fidji Simo. Last year, the company announced partnerships with Roku and The Trade Desk.

“Instead of you placing an ad on Google and not really being able to know who the ad is going to reach,” Simo said, “we’re able to target that product to people who haven’t purchased your product before and really improve the results if your goal is to reach new people.”

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