Building on an existing relationship, Omnicom Media Group has entered into a partnership with Instacart that the holding company says will deliver a range of benefits to Omnicom clients, including new measurement capabilities. The announcement came at the Cannes Lions Festival.
As part of the arrangement Instacart is developing plans to work within Omni’s data gathering “clean rooms” to provide enhanced media planning and measurement for Omnicom clients. Those clean rooms also house data from NBC and Disney.
With one of the largest grocery catalogs in the world, Instacart provides CPG brands with aggregated, anonymized and retailer-agnostic data insights allowing advertisers to better understand their customers’ online buying habits.
Under the agreement It’s intended that Instacart will provide new insights and measurement capabilities to Omnicom clients’ media investments across NBC and Disney properties.
“Our vision is to equip CPG brands with the data and shopping insights they need to better understand their business and identify growth opportunities,” Ryan Mayward, Vice President of Ad Sales at Instacart.
Omnicom Media Group Chief Activation Officer Megan Pagliuca added, “By collaborating on measurement and insights, Omnicom and Instacart can help brands transform top-of-funnel, brand-building marketing channels to outcomes-based media.”