PubMatic announced a new partnership with Instacart to leverage its first-party, retail media data off of Instacart in a privacy-compliant, scalable, and effective programmatic advertising solution via PubMatic?s Convert. Mars will be one of the first brands to activate Instacart?s retail media data with PubMatic via deal ID for CTV and premium video campaigns to enhance their advertising ROI. PubMatic will use Instacart?s retail media data in connection with curated inventory for approved advertisers.

By leveraging a single, closed-loop data set, PubMatic will facilitate direct measurement of return on ad spend (ROAS) and sales impact on Instacart of these campaigns. Through PubMatic?s Activate, brands will be able to design, optimize and track campaigns based on specific marketing objectives such as increased awareness, consideration, and purchases.