Retargeting comes to Instagram

Sarah Homewood
By Sarah Homewood | 28 August 2015

Instagram is about to get a little more targeted, with the social app now opening up its inventory to retargeting business AdRoll.

The partnership will work similar to the way AdRoll integrates with Facebook and Twitter, using the social site's data to match user profiles across device, with targeted ads now being able to be served in the Instagram feed.

While the ads don't have click-and-buy functionality yet, they will look similar to what is currently being served up on Facebook, with the creative featuring a call to action button and then the consumer will be redirected back to a conversation point.

This means the ads are likely to be based off products and services you search on the internet.

AdRoll is the latest partner to gain access to the Facebook-owned app's inventory, with the photo sharing service announcing earlier in the month that Kenshoo, Hootsuite, Brand Networks, Salesforce Marketing Cloud, Unified, SocialCode, 4C, Nanigans, and Ampush, were all given access to the app's API.

This move from Instagram means that advertisers will be able to buy Instagram ads in the way they would across other social channels, as well as allowing the app to drive up its mobile monitisation capabilities.

AdRoll's president and CMO, Adam Berke, announced the move in a blog post saying, “Instagram is one of the largest untapped premium inventory sources available, with over 300 million global users".

Initial data points on performance are very strong, according to Berke, and the days of ads on Instagram are very early.

“We’re excited to partner with our customers to develop new best practices for a social media platform that has already become so ingrained in our culture. For AdRoll, the integration with Instagram highlights our commitment to continue to provide our customers with early access to emerging inventory sources and technologies.”

This integration comes as Instagram announces it is moving beyond the square format, with users now able to share photos and videos in both portrait and landscape orientation on the platform.

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