Retargeting firm AdRoll on Thursday announced it will partake in the beta testing phase of Instagram’s recently-launched API for advertising.
Instagram’s ads API went live earlier this month in a bid to make the ads delivered on the image-base social platform more “real-time.”
The partnership will allow AdRoll clients to retarget consumers on Instagram for the first time.
“Instagram is one of the largest untapped premium inventory sources available, with over 300 million users globally,” wrote Adam Berke in a blog post announcing the integration.
The Instagram hookup beefs up the social component of AdRoll's offering. The company is also plugged into other social giants such as Facebook and Twitter.
Berke told Real-Time Daily that AdRoll will use deterministic data for retargeting, meaning that ad buyers can be sure they are reaching the same consumers on Instagram as they are across other social channels. Berke added that AdRoll will also support look-alike targeting on Instagram -- a perk for clients looking to prospect potential customers.