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06/17/2021

Gopuff Launches Retail Media Platform

Gopuff, a consumer goods micro-fulfillment company, launched its own retail media platform, Gopuff Ad Solutions.
gopuff bag

The new platform is powered by CitrusAd’s retail media technology, with direct API integration that enables brands and media agencies to publish ads on Gopuff’s platform. Gopuff, which promises delivery of everyday and select grocery items to its customers quickly, stated that the new ad platform can turn engagements into transactions, “placing the product in customers’ hands in 30 minutes.”

Executive Summary

Gopuff’s entry into the retail media landscape comes at a time when more and more platforms are coming online, presenting brands and ad agencies evermore choices--and competition. CitrusAd is also a popular partner among online retailers launching retail media platforms, with other partners such as Petco and Target’s Roundel business

 

Already, Gopuff has partnered with several high-profile brands, includingPepsiCo, Mars Wrigley, Kraft Heinz, and Unilever. Ads can go live in one business day, with the dashboard reporting real-time data. One key difference with Gopuff’s platform is that only items that can be delivered to customers within minutes from their local micro-fulfillment center are displayed as ads. That’s because Gopuff owns its inventory and supply chain.

The company recently brought onboard Daniel Slotwater, formerly of Facebook, to scale ad insights and measurement efforts.

“Gopuff’s ownership of supply chain and our vertical integration allows for end-to-end measurement of customer behavior in an immediate consumption ecosystem, providing brands with deep and unique insights,” Daniel Slotwiner, Gopuff’s vice president of measurement and insights, said in a statement. “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.”

Exec summary

Gopuff experienced significant growth in 2020 when the COVID-19 pandemic pushed consumers toward e-commerce and delivery options. In March, the company announced it raised $1.15 billion in a funding round that brought its valuation to $8.9 billion.