The news: Advertisers using Meta's Facebook and Instagram platforms can now access information on brand- and product-level sales results from their shopper marketing campaigns via IRI’s new Ansa solution, per a press release.
Why it matters: Shopper marketing—when brand marketers and retailers collaborate on promotions to increase in-store sales—has increasingly leaned into social media in recent years.
Our take: Retailers and brands alike are reevaluating their ad spend amid the prevailing economic uncertainty—and they’re more likely to invest in areas where they have greater visibility into how campaigns are performing. For that reason, CPG marketers are likely to benefit from the Ansa-Meta integration.
This article originally appeared in Insider Intelligence's Retail & Ecommerce Briefing—a daily recap of top stories reshaping the retail industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.
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