• by Laurie Sullivan  @lauriesullivan, March 20, 2024

Instacart has earned what it believes to be one of the most important accreditations from the Media Rating Council (MRC).

It received accreditation for impression, click, and viewability metrics across several advertising formats such as Sponsored Product, Display, Shoppable Display, and Shoppable Video.

The company said it is one of the first grocery technology companies -- and one of few retail media networks -- to receive the accreditation.

What does this mean for Instacart advertisers, customers, and brands? The important update by the MRC, a non-profit organization -- particularly for advertisers -- builds on Instacart's goal to provide trusted, standardized metrics for its advertisers.

The accreditation means that Instacart’s ad solutions meet the MRC’s rigorous standards for digital advertising, providing advertisers with even more confidence that their Instacart Ads campaigns are delivering results they can trust.

The process required the company to go through a rigorous series of independent audits to verify that Instacart's impression, click, and viewability metrics comply with the MRC's standards, and a review by an audit committee of MRC member organizations.

Instacart works with more than 5,500 CPG brand partners to help them drive awareness, connect consumers with the products they love, and inspire consumers as they browse.