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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Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more. In 2008, Anu’s career started with delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side. Outside editing Search Engine Land article she is the founder of PPC networking event – PPC Live and host of weekly podcast PPC Live The Podcast.
She is also an international speaker with some of the stages she has presented on being SMX (US, UK, Munich, Berlin), Friends of Search (Amsterdam, NL), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna, IT) and more.
