Retail Media Off-Platform: How Instacart is Rewiring Programmatic скачать в хорошем качестве

Retail Media Off-Platform: How Instacart is Rewiring Programmatic

Retail media is escaping the walled garden. For years, the industry treated Retail Media Networks (RMNs) as purely lower-funnel conversion engines confined to the retailer's own site. But as Adam Silverblatt (Head of Off-Platform Sales, Instacart) explains, the real value of retail data isn't just on the app, it's in the open web. In this episode, we explore how Instacart is rewriting the programmatic playbook by allowing brands to target and measure incrementality on platforms like The Trade Desk, Roku, and TikTok. Adam challenges the reliance on legacy loyalty card data and breaks down the strategic mechanics behind McCormick’s ability to cut CPMs by 25% while driving net-new household penetration. Inside the Episode: • The Incrementality Gap: Why 79-90% of Instacart’s audience is incremental to brick-and-mortar shoppers. • Loyalty vs. Logged-In Data: The strategic difference between deterministic user data and messy loyalty card signals. • The McCormick Case Study: How off-platform targeting drove a 25% reduction in CPMs with only 7% audience overlap. • Full-Funnel Measurement: Moving beyond ROAS to measure real business impact on CTV and Social. • RMN Consolidation: Why the fragmented landscape of 250+ networks is about to shrink