WPP, Instacart Team on Online Grocery Ads

Advertising agency WPP and online grocery platform Instacart have partnered on new advertising solutions and measurement tools for consumer-packaged goods (CPG) brands that will give clients early access to Instacart Ads products, tools and features, according to a Tuesday (Feb. 1) press release.

The partnership “reflects WPP’s commitment to lead the market by delivering advanced, end-to-end commerce solutions that allow brands to thrive in online environments,” the release stated.

WPP will have access to a custom analytics application programming interface (API) and data integration tool that allows their agencies to “develop unique insights for clients, including basket analysis and lifetime value,” according to the release. The collaboration also includes custom campaign measurement and management indexes.

“The pandemic has rapidly transformed the way people shop and what they expect from brands online,” said WPP Vice President of Strategic Partnerships Doug Chavez in the release. “This behavioral shift means we need to use cutting-edge advertising tools for brands that now need to connect and engage with their consumers across all channels. …[O]ur new partnership with Instacart Ads will allow WPP agencies to deliver even more innovative solutions to clients that enhance the online grocery shopping experience.”

WPP and Instacart’s partnership will allow the two companies to co-develop the first Instacart Ads agency certification program, the release stated. WPP clients will have access to the certification program before it’s offered to the public. WPP aims to have 1,000 certified employees within six months of the program’s launch.

“Instacart Ads is designed to support brands of all sizes, helping them access the opportunity to deeply engage with their customers online,” said Instacart Vice President of Sales Ryan Mayward in the release. “We’re excited to partner with WPP to continue delivering that experience and together equip brands to succeed in the digital aisles with robust insights capabilities and educational resources.”

Last month, Instacart partnered with credit card issuer Chase on Instacart’s first credit card, with Chase as the exclusive issuer and Mastercard as the exclusive payments network for the new offering.

Read more: Instacart Launching Co-Branded Credit Card With Chase, Mastercard