Instacart Grows Media, Measurement Solutions

Instacart is enhancing its relationship with Advantage Unified Commerce (AUC). The on-demand delivery platform will leverage AUC teams to lead the development of “best-in-class” media and measurement solutions, according to a news release from AUC.

Instacart has spent the last couple of years growing its retail media offerings, including the launch of a suite of fulfillment, advertising and insights capabilities via Instacart Platform as well as shoppable video ads and enhanced shoppable display ads, Brand Pages, Shoppable Recipes and a collection of shopping content and digital features meant to inspire discoverability.

“The ability to tap into new tools will provide us with valuable insights that will drive better business results for our clients,” said AUC president Victor Lee in the release. “We’ll have early access to Instacart’s transformative omnicommerce marketing practices during this pivotal time in the marketplace.” 

AUC’s clients will have access to new benefits, including advanced testing of Instacart ad formats. AUC and Instacart will leverage the relationship to identify new opportunities in AUC’s Instacart strategy for individual clients and equip AUC teams with strategic insights around Instacart advertising solutions.

Additionally, Instacart will present product strategy roadmaps and identify areas of opportunity for AUC and its clients. 

“Instacart Ads, and our evolving suite of products, is designed to support brands with full-funnel advertising capabilities and insights throughout the shopping journey, from inspiration to purchase,” said Suzanne Skop, head of agency partnerships at Instacart.

The partnership will also provide AUC teams with learning and development tools aimed at maximizing effectiveness for the agency’s clients. This includes a training and accreditation initiative that Instacart is still developing, insights portal training and demonstrations, and ongoing support through the entirety of the relationship.