Grocery delivery platform Instacart is expanding its partnership with Google to offer shoppable ads to advertisers on YouTube.
Through the deal, brands can buy clickable ads that take people directly to Instacart, where they can order products for same-day delivery. Instacart announced the new ad format from the Cannes Lions Festival.
Instacart is aggressively looking for new surfaces to sell its products.
It’s the latest in a series of partnerships that let advertisers target Instacart audiences offsite across the open web and CTV platforms, a growing trend in retail media.