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06/16/2021

On-demand delivery platform Gopuff enables targeted advertising

Dan Berthiaume
Senior Editor, Technology
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The rapidly growing trend of letting brands directly target a company’s customer base has reached the on-demand delivery space.

Gopuff is partnering with the CitrusAd retail media platform to introduce Gopuff Ad Solutions. The new CitrusAd-supported offering enables Gopuff CPG brand partners to seamlessly plan, buy, measure, and manage their ads on the on-demand delivery provider’s network.

By directly integrating with CitrusAd's technology, it is now possible for brands to run more personalized and relevant, online and in-app Gopuff campaigns. Brands can engage Gopuff customers at the point of purchase with sponsored product, search and display ads as they shop on Gopuff. 

Retailers including Target, Wakefern Food Corp., and Petco have also all partnered with CitrusAd to allow direct targeting of their customers by brand partners.

Gopuff has already run successful managed campaigns for CPG partners including PepsiCo, Mars Wrigley, Kraft Heinz, and Unilever from the first few weeks of the Gopuff Ad Solutions in-app pilot. During the most recent week of the Gopuff Ad Solutions in-app pilot, customers saw an average of 3.1x return on ad spend across over 1,000 products in various categories, with the top quartile of campaigns achieving 10.3x return on ad spend.

“By unifying supply chain, inventory, and merchandise with a powerful advertising platform, brands can now optimize and measure ad campaigns with an unprecedented amount of knowledge of product availability and consumer response,” said Daniel Slotwiner, Gopuff VP measurement and insights.