The CPG Guys are joined in this episode by Ali Miller, General Manager of Advertising & Tim Castelli, VP of Ad Sales at Instacart, the leading grocery technology company in North America, which works with grocers and retailers to transform how people shop. The company partners with more than 1,500 national, regional, and local retail banners to facilitate online shopping, delivery, and pickup services from over 85,000 stores across North America on the Instacart Marketplace.
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Ali & Tim answer these questions:
- Instacart has been rapidly expanding its retail media capabilities—what’s the overarching vision for Instacart Ads in the next 1–3 years?
- How does Instacart differentiate its retail media network from others in the increasingly crowded landscape?
- What role does AI or machine learning play in Instacart's ad platform today—and how might that evolve?
- How are CPG brands using Instacart Ads to drive full-funnel outcomes—from awareness to conversion?
- What kinds of insights or shopper data are most valuable to brands—and how does Instacart deliver those responsibly?
- Instacart has rapidly expanded its offerings over the last few years to include ad products such as shoppable video and display, and more recently, inspiration formats. What's been the reception from brands and shoppers?
- Measurement and incrementality are top of mind for advertisers. How is Instacart helping brands understand true performance across the path to purchase?
- Are there plans to integrate Instacart Ads more directly with broader omnichannel or media mix modeling tools?
- With more retailers launching their own RMNs, how does Instacart fit into—or compete with—those ecosystems?
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