Omnicom Will Use Instacart Data for Ad Measurement

s the loss of third-party cookies makes results measurement more difficult, advertisers keep looking for purchase data they can use instead.  Omnicom has tapped a juicy new source in a deal with Instacart.  TV ad audiences will be matched to Instacart sales data, making a direct connection between who saw an ad and what they bought.  In a data clean room, of course.