Instacart has announced a new partnership with TikTok, becoming the first retail media network to offer end-to-end advertising capabilities directly within TikTok Ads Manager. The integration allows select consumer packaged goods (CPG) advertisers to use Instacart’s first-party retail media data for campaign targeting, shoppable ad formats, and closed-loop measurement.
The collaboration enables advertisers to target audience segments based on purchase intent, enhance shoppable campaigns using Instacart grocery selection data, and measure campaign performance daily 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 this initiative, Instacart is integrating its audience data—which helps improve ad performance by reaching likely converters—alongside grocery selection data that supports shoppable ads linking users directly to product pages on Instacart. Conversion data will also be available for brands seeking closed-loop measurement and optimization.
This announcement adds another channel for Instacart’s advertising ecosystem. The company already provides its retail media solutions across its own marketplace as well as more than 240 grocery e-commerce sites powered by its technology. Its offerings also extend into physical stores through Caper Carts and now further off-platform via partnerships such as this one with TikTok.
Instacart works with over 7,500 active brands and 1,800 retail partners in its network. The company aims to help marketers overcome challenges related to fragmented retail networks by allowing them access to consistent high-intent audiences across various platforms including streaming TV, search engines, and social discovery channels like TikTok.
