• by Richard Whitman , Columnist, February 1, 2022

WPP and online grocery platform Instacart have unveiled a new partnership offering advertising solutions and measurement tools for CPG brands.

The partnership will give WPP and its clients an early look at Instacart Ads product offerings and access to new tools and features on the platform.

With the deal, the holding company will have access to a custom data integration tool enabling WPP agencies to develop Instacart basket analyses and other insights for clients.

The partnership will also include custom campaign measurement indexes to optimize spending on the platform.

Additionally, the companies will co-develop an Instacart Ads agency certification and training program for which the holding company will receive an exclusivity window. WPP has committed to having 1,000 employees certified by the program within the first six months of launch.

Doug Chavez, vice president of strategic partnerships at WPP, said: “The pandemic has rapidly transformed the way people shop and what they expect from brands online. This behavioral shift means we need to use cutting-edge advertising tools for brands who now need to connect and engage with their consumers across all channels.” The agreement, he added  “will allow WPP agencies to deliver even more innovative solutions to clients that enhance the online grocery shopping experience.”