Instacart (Nasdaq: CART) announced a new integration with TikTok that enables select CPG advertisers to tap into its first-party retail media data to enhance campaign targeting, drive seamless product purchases, and measure performance—all within TikTok Ads Manager.
This new integration marks a milestone for retail media innovation, making Instacart the first retail media network (RMN) to offer advertisers end-to-end capabilities natively on TikTok. This includes direct access to high-intent audience segments, dynamic grocery selection, and closed-loop measurement on campaign performance.
With this partnership, select TikTok CPG advertisers will soon be able to:
- Target smarter using Instacart audience segments designed to reach consumers with high purchase intent
- Enhance shoppable formats via TikTok’s Smart+ campaigns, now integrated with Instacart grocery selection data
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Measure daily campaign performance directly within TikTok Ads Manager using Instacart conversion data
“This partnership is grounded in helping CPG brands meet consumers at the moment of inspiration to drive action,” said Ali Miller, General Manager of Advertising at Instacart. “By bringing our rich, first-party retail media data to TikTok, we’re empowering brands to reach the right consumer, optimize their campaigns in real-time, drive attributable sales, and deliver truly seamless commerce experiences where people are spending their time.”
“At TikTok, we’re committed to helping businesses grow by connecting them with audiences ready to discover and act,” said Lorry Destainville, Global Head of Product Partnerships at TikTok. “Through our partnership with Instacart, more brands can reach customers at the exact moment of inspiration, whether they’re ready to stock up on groceries or motivated to try a new item.”
As part of the collaboration, Instacart is integrating its purchase and grocery selection data directly into TikTok Ads Manager. This includes:
- Audience Data: Supports better ad performance by reaching consumers most likely to convert.
- Grocery Selection Data: Powers shoppable ad formats that connect TikTok users to specific Instacart product pages.
- Conversion Data: Allows brands to assess and optimize performance with closed-loop measurement on purchases.
Today’s TikTok announcement is the latest addition to the growing Instacart advertising ecosystem, which brings its first-party retail media data and closed-loop measurement to the platforms and places where people spend time and make shopping decisions. That includes the Instacart Marketplace, 240+ grocery e-commerce sites powered by its ad technology, in-store Caper Carts, and off-platform with strategic partnerships like TikTok.
With over 7,500 active brands and 1,800 retail partners in its ecosystem, Instacart is helping marketers cut through fragmentation and complexity. Rather than build bespoke strategies across fragmented retail networks, advertisers can tap into Instacart’s retail media data wherever they’re already buying media, bringing consistent, high-intent reach to platforms like streaming TV, search, and social discovery.
TikTok’s mission is to inspire creativity and bring joy. The platform has 180M+ monthly active users in the US and 87% of TikTok users take action after seeing videos/ads on TikTok. TikTok is driving commerce everywhere: online, offline, and everywhere in between, reaching consumers wherever and however they choose to shop. 73% of users globally feel a deeper connection to brands on TikTok than on other sites/apps they use.
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