Instacart Tightens TikTok Retail Media Integration

A new Instacart integration with TikTok will enable select CPG advertisers to tap into the grocery services platform’s first-party retail media data, helping these advertisers enhance campaign targeting, drive purchases and measure performance — all within the TikTok Ads Manager tool. Soon, advertisers will be able to enhance shoppable ad formats via TikTok’s Smart+ campaigns, now integrated with Instacart grocery selection data, as well as measure daily campaign performance directly within TikTok Ads Manager using Instacart conversion data. Advertisers will be able to target more effectively using Instacart audience segments that are designed to reach consumers with high purchase intent. Additionally, brands will be able to assess and improve performance with closed-loop measurement on purchases. “This partnership is grounded in helping CPG brands meet consumers at the moment of inspiration to drive action,” said Ali Miller, GM of Advertising at Instacart in a statement. “By bringing our rich, first-party retail media data to TikTok, we’re empowering brands to reach the right consumer, optimize their campaigns in real time, drive attributable sales and deliver truly seamless commerce experiences where people are spending their time.” TikTok’s Expanding Role in U.S. Commerce TikTok Shop has proven to be a retail powerhouse just two years after its formal U.S. debut, and TikTok’s U.S. operations seem to be safe from a government ban for now, following a September 2025 executive order by President Trump outlining a deal to minimize the ownership stake of TikTok’s Chinese parent company ByteDance to 20% for the U.S. version of the platform. “Through our partnership with Instacart, more brands can reach customers at the exact moment of inspiration, whether they’re ready to stock up on groceries or motivated to try a new item,” said Lorry Destainville, Global Head of Product Partnerships at TikTok in a statement. Instacart has been expanding its roles in the retail media landscape. Last month c-store delivery platform Vroom adopted Instacart’s retail media solution, and earlier this month Instacart partnered with United Airlines for retail media activations during customers’ travels. In January 2025 Instacart scaled the reach of its Carrot Ads retail media technology via a partnership with B2B ecommerce ordering platform Cut+Dry. To learn more about retail media, check out our full guide here.