Instacart today became the first retail media network to integrate directly with TikTok Ads Manager. This will allow CPG advertisers to use Instacart’s first-party retail data to target audiences, measure conversions, and drive shoppable experiences – all without leaving TikTok’s platform.
The integration marks a major step in the convergence of retail media and social commerce. By embedding Instacart’s targeting and closed-loop measurement capabilities into TikTok, brands can connect with high-intent consumers at the exact moment of inspiration and track their impact through purchase.
Why we care. For CPG advertisers, this partnership removes a friction point – tying social engagement directly to grocery purchases. It enables smarter audience targeting, more personalized creative, and real-time performance insights within TikTok’s ecosystem, where over 180 million monthly U.S. users can discover products.
The details. Advertisers can now:
- Target high-intent shoppers using Instacart audience segments.
- Power shoppable TikTok ads with grocery selection data from Instacart.
- Measure campaign performance daily through Instacart’s closed-loop conversion data.
The bottom line. By fusing TikTok’s discovery engine with Instacart’s retail data, advertisers can now bridge the gap between inspiration and purchase – turning TikTok engagement into measurable sales with unprecedented precision.
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