WPP clients will now have early access to Instacart Ads products and tools.

The two companies announced a new partnership that will give WPP access to Instacart’s Analytics API, giving the agency custom analytics for campaign measurement and insights into the baskets of Instacart shoppers. WPP and Instacart will also co-develop the first Instacart Ads agency certification program. WPP says it plans to have 1,000 employees certified within the first six months of launch.

“The pandemic has rapidly transformed the way people shop and what they expect from brands online,” Doug Chavez, WPP’s VP of strategic partnerships, said in a statement. “This behavioral shift means we need to use cutting-edge advertising tools for brands that now need to connect and engage with their consumers across all channels.”

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The partnership comes on the heels of Instacart's latest ad products—landing pages for consumer packaged goods brands and shoppable display ads. Last year, Instacart processed 73% of third-party grocery delivery services, according to eMarketer. The new ad products and API integration could be a leg up for WPP’s CPG clients, including Procter & Gamble and Unilever.

“Instacart Ads is designed to support brands of all sizes, helping them access the opportunity to deeply engage with their customers online,” Instacart’s VP of sales, Ryan Mayward, said in a statement. “We’re excited to partner with WPP to continue delivering that experience and together equip brands to succeed in the digital aisles with robust insights capabilities and educational resources.”

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