New MRC Accreditation for Instacart Ads Impression, Click,
and Viewability Metrics Gives Brands Trusted Metrics for Retail
Media
SAN
FRANCISCO, March 19, 2024 /PRNewswire/
-- Instacart (Nasdaq: CART), the leading grocery technology
company in North America,
announced its first advertising accreditation from the Media Rating
Council (MRC). As of today, the MRC has granted Instacart
accreditation for impression, click, and viewability metrics across
the following advertising formats: Sponsored Product, Display,
Shoppable Display, and Shoppable Video. Instacart is one of the
first grocery tech companies - and one of few retail media networks
- to receive MRC accreditation.
Today, Instacart works with more than 5,500 CPG brand partners
to help them drive awareness, connect consumers with the products
they love, and inspire consumers as they browse. Instacart is
deeply committed to providing value for its brand partners,
including delivering transparent measurement solutions. As part of
this goal to provide trusted, standardized metrics, Instacart
completed an in-depth, independent audit of its measurement for
impression, click and viewability metrics. This was reviewed by an
audit committee of MRC member organizations, and resulted in
accreditation by the MRC1.
The MRC is a non-profit organization that has established
standards for media and advertising measurement, and administered
an accreditation process to verify compliance with those standards,
since 1963. This accreditation means that Instacart's ad solutions
meet the MRC's rigorous industry standards for digital advertising
measurement, providing brands with even more confidence that their
Instacart Ads campaigns are delivering results they can trust.
"Advertisers are overwhelmed with choice when it comes to retail
media networks. As retail media continues to grow, trusted
measurement is increasingly important for advertisers to make
decisions about where to invest. Instacart is committed to building
the tools and measurement capabilities that help our partners make
the most informed, strategic decisions. We're proud of this
accreditation and look forward to continuing to work with the MRC
to maintain this level of quality and rigor in our advertising
offering," said Chris Rogers, Chief
Business Officer, Instacart
George W. Ivie, the Executive
Director and CEO of MRC, said, "We congratulate Instacart for
achieving MRC accreditation of Display and Video Impressions,
Clicks and Viewable Impressions across the environments and
in-scope placements served on the Instacart Marketplace. This
demonstrates commitment to ensuring its advertisers feel confident
that Instacart metrics comply with industry-accepted standards for
quality measurement."
Instacart's impression, click, and viewability metrics are now
accredited by the MRC across Sponsored Product, Display, Shoppable
Display, and Shoppable Video ad placements served on the Instacart
Marketplace in desktop, mobile web, and mobile app environments in
both the U.S. and Canada.
Instacart's discovery ad products, like Shoppable Display and
Shoppable Video ads, bring together rich media, storytelling and
inspiration that drive conversion and results on Instacart. These
upper-funnel products complement Instacart's Sponsored Product
offering, which allows brands to secure premium digital shelf space
and maximize sales and category share.
Today's news builds on Instacart's independent work with key
third-party verification leaders like DoubleVerify (DV) and
Integral Ad Science (IAS), including technical integrations for
viewability and invalid traffic (IVT)
measurement2. Instacart will continue to work
with the MRC and other industry organizations to build and deliver
high-quality ad measurement solutions to all of its CPG brand
partners.
About Instacart
Instacart, the leading grocery
technology company in North
America, works with grocers and retailers to transform how
people shop. The company partners with more than 1,500 national,
regional, and local retail banners to facilitate online shopping,
delivery and pickup services from more than 85,000 stores across
North America on the Instacart
Marketplace. Instacart makes it possible for millions of people to
get the groceries they need from the retailers they love, and for
approximately 600,000 Instacart shoppers to earn by picking,
packing and delivering orders on their own flexible schedule. The
Instacart Platform offers retailers a suite of enterprise-grade
technology products and services to power their e-commerce
experiences, fulfill orders, digitize brick-and-mortar stores,
provide advertising services, and glean insights. With Instacart
Ads, thousands of CPG brands – from category leaders to emerging
brands – partner with the company to connect directly with
consumers online, right at the point of purchase. With Instacart
Health, the company is providing tools to increase nutrition
security, make healthy choices easier for consumers, and expand the
role that food can play in improving health outcomes. For more
information, visit www.instacart.com/company, and to start
shopping, visit www.instacart.com.
For anyone interested in becoming an Instacart shopper, visit
https://shoppers.instacart.com/.
1Limited to the ad formats listed
above: Sponsored Product, Display, Shoppable Display, and Shoppable
Video.
2 These partnerships
are independent of Instacart's MRC accreditation.
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SOURCE Maplebear Inc. dba Instacart