Technology

Gopuff Launches New Ad Platform Designed to Simplify Promotions

Powered by CitrusAd, brands can now advertise in three easy steps
Gopuff and CitrusAd
Photograph courtesy of Gopuff

Gopuff, the delivery platform for consumers’ everyday needs, has integrated with CitrusAd’s retail media platform to introduce Gopuff Ad Solutions. The new platform, powered by CitrusAd, enables partners to seamlessly plan, buy, measure and manage their ads on Gopuff, the company said.

“With Gopuff’s direct API integration into CitrusAd’s retail media technology, brands can now advertise with Gopuff in three easy steps: select products, set budget and bid,” the company said. “The CitrusAd integration makes it easy for brands to run in-app media placements of sponsored products or search ads to target and convert high-intent customers as they shop on Gopuff.”

Gopuff delivers some 3,000 products from its microfulfillment centers for a flat fee of $1.95.

“We don’t charge crazy surge pricing because we’re not a courier service, and because we’re delivering direct instead of picking it up from the store, we deliver fast,” said the company, the motto of which is: “Order in seconds, delivered in minutes.”

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, noted the Philadelphia-based delivery platform. Gopuff Brands can engage Gopuff customers right at the point of purchase with sponsored product, search and display ads as they shop on Gopuff.

The addition of Gopuff to CitrusAd’s already rapidly growing list of retailer partners further demonstrates the shift of digital advertising dollars into retail media and the opportunity it’s providing for e-commerce retailers in this country and around the world, the company said.

“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’s VP measurement and insights, in a statement.

From the first few weeks of the Gopuff Ad Solutions in-app pilot, Gopuff has run campaigns for PepsiCo, Mars Wrigley, Kraft Heinz, Unilever and more. In the past week of the Gopuff Ad Solutions in-app pilot, customers saw an average of 3.1 times return on ad spend across over 1,000 products in various categories, with the top quartile of campaigns achieving 10.3 times return on ad spend, according to Gopuff.

“We are delighted to support Gopuff’s rapid expansion with increased personalization for shoppers that will result in higher conversion rates. We are in a digital era where savvy e-commerce leaders, like Gopuff, can help brands leverage first party data to effortlessly transform category, shopper and SKU level insights into sales growth with our technology,” said David Haase, chief revenue officer of CitrusAd.

CitrusAd is a white-label, self-serve, e-commerce advertising platform that enables retailers such as Target, Sainsbury’s, the Wakefern Food Corp. and Harris Teeter to monetize their digital shelf-space while enabling suppliers to increase sales by launching targeted and cost-effective digital campaigns right at the point of purchase. Retailers, across all verticals from 25 different countries are leveraging the CitrusAd platform and real-time relevancy engine to create a more personalized shopping experience and deliver greater ROI for suppliers, the company said.

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