In this episode of the Ecommert Podcast, we sit down with Jeong Woo, Director of Brand Partnerships at Instacart, at Instacart's headquarters in New York. We explore the transformation of Instacart from a grocery delivery platform into a full-scale retail media and ad tech ecosystem powering over 240 retail partners. Jeong shares her journey across Microsoft, Amazon, and Pinterest, and how those experiences shaped her perspective on digital media, data, and commerce. We dive into how Instacart is helping CPG brands reach consumers both on and off the platform, and why the industry is moving toward a world where everything is shoppable and friction in the shopper journey is minimized. We also discuss how retail media is evolving beyond lower-funnel tactics into full-funnel strategies, powered by first-party data, advanced targeting, and closed-loop measurement. In this episode, you'll learn: 🔹 The Evolution of Instacart: From last-mile delivery to a grocery technology company powering over 240 retailers with white-label retail media solutions. 🔹 Retail Media at Scale: How brands can reach consumers across on-site and off-site channels, including social, CTV, and programmatic. 🔹 Everything Is Shoppable: Why CPG brands are pushing for frictionless experiences and how reducing clicks is reshaping the consumer journey. 🔹 First-Party Data & Targeting: How Instacart leverages its data to help brands reach high-intent, lapsed, and new-to-brand consumers. 🔹 Incrementality & Measurement: How brands can measure true impact through lift studies, closed-loop attribution, and third-party partnerships like Circana. 🔹 From Search to Discovery: The rise of inspirational formats like shoppable recipes, bundles, and occasions to drive awareness and new customer acquisition. About the Guest: Jeong Vu is the Director of Brand Partnerships at Instacart, where she leads strategic relationships with CPG brands, primarily in the beverages category. With a career spanning Microsoft, Amazon, and Pinterest, Jeong brings deep expertise in digital advertising, retail media, and commerce strategy, helping brands drive measurable growth through data-driven solutions. 🌐 More insights: https://www.ecommert.ai Mert Damlapinar | ecommert About ecommert: We partner with CPG businesses and leading technology companies of all sizes to accelerate growth through AI-driven digital commerce solutions. Our expertise spans e-channel strategy, retail media optimization, and digital shelf analytics, ensuring smarter and more efficient operations across B2C, eB2B, and DTC channels. 🎧 Thanks for tuning in to the ecommert podcast.
