Instacart has partnered with Google to place its consumer packaged goods (CPG) customers’ adverts on Google Shopping.

The collaboration will use Instacart’s retail media data to reach customers using the search engine, steering them towards products from companies including Kraft and Danone.

Consumers will be able to see ads for participating brands' products as they search and click to complete their shopping journey on Instacart. The grocery technology company said that its CPG customers can use its closed-loop system to get their products to their customers in as little as one hour.

Instacart said it has worked on its advertising business over the past 18 months with shoppable video, promotions and new measurement capabilities to help its brands grow.

Commenting on the news Laura Jones, chief marketing officer at Instacart said the team works with over 5,500 brand partners.

"With our collaboration with Google, we're now able to layer our valuable retail media data over Google Shopping ads' capabilities to enhance audience signals for our CPG partners' campaigns off of Instacart," Jones said. "Over the last year, we've extended the power of Instacart Ads off-platform with a number of partners and now we're enabling our brand partners to reach the right audience while they search on Google and seamlessly drive them to purchase on Instacart.”

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