Amazon, TikTok, Instacart and The Trade Desk Partnerships Support E-Commerce, Influencer Campaigns: Omnicoms Megan Pagliuca Beet.TV [Video]

CANNES – Omnicom Media Group, a unit of the advertising holding company, announced partnerships with Instacart, Amazon, The Trade Desk and TikTok that aim to help brands reach target audiences while supporting e-commerce. The collaborations also seek to build on the growing segment of influencer marketing.

“The opportunity with all of these partnerships is the ability to link upper funnel channels to retail outcomes,” Megan Pagliuca, chief activation officer at Omnicom Media Group, said in this interview with Beet.TV contributor Jon Watts. “This announcement sets up the future of video and influencer to be much more accountable than it has been in the past. Not just looking at reach or GRPs and influencers, not just looking at likes and follows, but looking really at sales.”

Integrating with Instacart

Omnicom this month the first agency to integrate its systems with the Instacart Developer Platform (IDP), an application programming interface developed by the delivery app. The program …