Advertisers can now target Instacart shoppers on TikTok thanks to a new integration between the two companies, they announced today.
Initially restricted to a select group of consumer packaged goods advertisers, the deal lets brands focus TikTok ad campaigns on specific groups of Instacart shoppers. TikTok users that click on the ads will be taken to Instacart, where the item will be added to their cart with the option to have it delivered in as quickly as 30 minutes.
The deal is the latest in a string of partnership announcements from Instacart, following deals with The Trade Desk and Pinterest that connect the delivery platform’s customer data with user activity on those platforms, allowing advertisers to track whether their ads lead to purchases on Instacart.
“While Tiktok has worked with other retail media networks, we’re the first to work with Tiktok what we’re calling an end-to-end integration,” explained Ali Miller, general manager of advertising at Instacart.
That means advertisers can use Instacart data to inform their ad campaigns from within TikTok’s ad buying interface, she said, adding that the overarching goal is to bring Instacart targeting capabilities to the places that brands and agencies are already buying ads.
Brands will also have access to their catalog of products within TikTok Ad Manager, allowing them to run shoppable ads for specific products and see when those ads lead to purchases within Instacart.
“We’re committed to helping businesses grow by connecting them with audiences ready to discover and act,” Lorry Destainville, global head of product partnerships at TikTok, said in a statement. “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.”
Instacart is one of a handful of delivery platforms—including DoorDash, Uber, and GoPuff—that have quickly become powerful commerce media players over the last couple years, in some cases leapfrogging traditional retailers and creating strong ad businesses that let brands target shoppers across many different retailers.
Instacart currently works with 7,500 brands and 1,800 retailers.
