Brands Can Now Buy Shoppable Instacart Ads on YouTube

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Grocery delivery platform Instacart is expanding its partnership with Google to offer shoppable ads to advertisers on YouTube.

Through the deal, brands can buy clickable ads that take people directly to Instacart, where they can order products for same-day delivery. Instacart announced the new ad format at the Cannes Lions Festival.

Instacart is aggressively looking for new surfaces to sell its products.

This marks the latest in a series of partnerships that let advertisers target Instacart audiences offsite across the open web and connected TV platforms—a growing trend in retail media. Instacart linked up with Roku last April, and it added The Trade Desk in October 2023, Google in January and NBCUniversal in May.

“We were a little bit conservative in starting to go off-platform—we wanted to make sure we had that really strong foundation first,” Ali Miller, vice president of ads at Instacart, told ADWEEK. “YouTube is a natural progression and a great area for us to start expanding in this direction of shoppable video and help brands create a great ad experience for consumers that’s more actionable where they are.”

Instacart, YouTube

Instacart, which lets shoppers order groceries from over 1,500 retailers across the U.S. and Canada, is piloting the shoppable YouTube ads with Clorox and Publicis clients. Miller declined to share a timeline for when the inventory will be available more widely, saying that it will depend on the results of initial testing.

“Retail media networks are a meaningful channel for our CPG (consumer packaged goods) clients because of their high-intent audiences at the point of purchase,” Joel Lunenfeld, CEO of Publicis Media Exchange, said in a statement. “This is another powerful retail media capability we can provide clients that delivers rich first-party data and fulfillment capabilities that can be scaled, ultimately helping them grow their business.”

Last week, Instacart announced a deal with New York Times Cooking that allows people to shop entire recipes within Instacart. It will also allow NYT Cooking users to add all of the ingredients of a recipe to their Instacart shopping list.

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Brands Can Now Buy Shoppable Instacart Ads on YouTube

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