Verified Metrics You Can Trust

MRC accredits Instacart’s ad impression, click, and viewability metrics

Evolving consumer behaviors present a new set of challenges for our brand partners. There is an unprecedented number of channels, retailers, and media networks to manage; this offers consumers tremendous choice but makes visibility and measurement of success much more complex.

As retail media continues to grow, trusted measurement is increasingly important for brands to make decisions about where to invest. We strive to provide our brand partners with transparent measurement solutions, including analytics and ad metrics built directly into our self-service campaign management portal, Ads Manager. More recently we partnered with key third-party verification leaders like DoubleVerify (DV) and Integral Ad Science (IAS) to develop technical integrations for standardized viewability and invalid traffic (IVT) measurement. 

In addition to this work, we have been working with the Media Rating Council (MRC) to audit our ad impression, click, and viewability metrics. 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. 

As we recently announced, the MRC has granted Instacart accreditation for impression, click, and viewability metrics across several of our advertising formats: sponsored product, display, shoppable display, and shoppable video ads. This makes Instacart one of the first grocery tech companies – and one of few retail media networks – to receive MRC accreditation.

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.

And with Instacart partnering with more than 1,500 retail banners with more than 85,000 stores across North America, ads running on Instacart can have extensive reach — so brands can access MRC accredited impression and click metrics for ads displayed to consumers shopping online at any of those 1,500 retail banners. 

Labeling Accredited Metrics in Ads Manager and Reports

To make it clear to advertisers which metrics the MRC accreditation applies to, we updated the tooltips for all MRC accredited metrics in Ads Manager and footnoted all metrics in downloadable PDF reports that are accredited.

And we’re displaying a note across Ads Manager to inform users logging on that we received MRC accreditation. 

Next Steps for Instacart Ads

Receiving MRC accreditation for our ad impression and click metrics represents significant progress in our efforts to build out trusted measurement capabilities. But it is not the finish line. We will continue to work with the MRC to demonstrate the level of quality and rigor in our measurement capabilities to maintain accreditation and expand our work with trusted third parties like Double Verify and Integral Ad Science to help build confidence and comparability in the metrics critical to advertiser trust.

Instacart

Instacart is the leading grocery technology company in North America, partnering with more than 1,400 national, regional, and local retail banners to deliver from more than 80,000 stores across more than 14,000 cities in North America. To read more Instacart posts, you can browse the company blog or search by keyword using the search bar at the top of the page.