10/12/2023

Instacart Partners With DoubleVerify, IAS on Ad Authentication

Services provided include protecting advertisers from fraud

Managing Editor

Instacart Ads aims to help more than 5,500 brands of all sizes sell products via online advertising.

Grocery technology company Instacart has teamed with DoubleVerify (DV), a software platform for digital media measurement, data and analytics, and global media measurement and optimization platform Integral Ad Science (IAS) to enable media verification and optimize advertiser performance. The partnership intends to ensure that Instacart video and display ads are viewable by actual people and are safe from fraud/invalid traffic (IVT).

San Francisco-based Instacart works with more than 1,400 retail banners to deliver from 80,000-plus stores. With Instacart Ads, the company aims to help more than 5,500 brands of all sizes sell products via online advertising.

“We are excited to extend DV’s independent measurement on the Instacart Ads platform to ensure that campaigns meet key media quality criteria while maximizing performance for advertisers,” said Mark Zagorski, CEO of New York-based DoubleVerify. “Instacart has been a pioneer in online grocery shopping for over a decade, and this partnership exemplifies the leadership, innovation and trust that both companies have built.”

“We’re honored that Instacart selected IAS to be a measurement partner and today's announcement further reinforces IAS's leadership in the retail media network space,” noted Lisa Utzschneider, CEO of New York-based Integral Ad Science. “Instacart Ads has quickly established itself as one of the most effective retail media networks in North America. Advertisers recognize the power of the Instacart Ads platform and the impact it has on sales and they are looking to add third-party measurement for even greater transparency.”

For his part, Tim Castelli, Instacart’s VP of global advertising sales, observed: “As we continue to enhance our advertising solutions, we are committed to delivering measurable value and growth for our brand partners.”

DV, IAS and Instacart plan to work on the technical integration for the viewability and IVT verification solutions over the next few months.

Last month, Instacart set a price of $30 a share for its initial public offering, at the high end of expectations, and began trading on NASDAQ.