Gopuff Transfers Adtech Operations to Instacart
· 4h ago · Originally reported by The Drum
Gopuff has decided to hand over its advertising technology operations to Instacart. This move signals a shift in Gopuff's approach to managing its retail media and ad business, opting to leverage Instacart's established adtech capabilities.
Why it matters
This matters because it highlights the consolidation and partnerships happening in the retail media space, where companies are choosing to rely on specialized platforms rather than building their own adtech from scratch.
Explain it like I’m new here
It's like Gopuff deciding to use Instacart's tools to show ads in their store instead of making their own tools.
Terms in this story
Ad tech
Ad tech is the software and infrastructure that decides which ad appears where, buys and sells that ad space, delivers the ad, and measures what happened afterwards.
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
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