Instacart has become one of the first grocery tech companies – and one of few retail media networks – to receive accreditation from the Media Rating Council (MRC).
As of March 19, the nonprofit MRC granted Instacart accreditation for impression, click and viewability metrics across the following advertising formats – sponsored product, display, shoppable display and shoppable video.
Instacart is committed to providing value for its brand partners, including delivering transparent measurement solutions. As part of this effort, 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.
The accreditation means that Instacart’s ad solutions meet the MRC’s industry standards for digital advertising measurement, providing brands with more confidence that their Instacart Ads campaigns are delivering results.
“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,” said Chris Rogers, chief business officer at Instacart.
“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.”
George W. Ivie, executive director and CEO of MRC, congratulated Instacart for achieving the accreditation.
“This demonstrates commitment to ensuring its advertisers feel confident that Instacart metrics comply with industry-accepted standards for quality measurement,” he said. “
The news builds on Instacart’s independent work with third-party verification leaders such as DoubleVerify and Integral Ad Science, including technical integrations for viewability and invalid traffic measurement.
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