Gopuff has launched a retail media network equipped with AI and machine learning features to allow brands to better reach consumers.
The Gopuff in-house ads platform aims to cut through the food delivery retail media space by using AI to both better process customers’ data and aid automate ad rate bidding for brands using the network.
The rapid delivery service said the new platform will use AI and machine learning models across more than 1,000 real-time variables and 10 years of historical customer data, including shopping behaviour and localised product popularity, to display the best advert for that individual shopper.
Other features of the app allow brands and agencies greater control over their advertising spend, through offerings such as objective-based buying, bid optimisation, robust and predictive audience targeting and actionable insights, all complete with an “easy-to-use” interface.
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Gopuff senior vice president of business Daniel Folkman said: “At Gopuff, we believe everyone wins when we match the right advertiser to the right customer at the right time — it’s what makes ad placements feel like content.
“With the new Gopuff Ads Platform, brands can easily reach shoppers with the most relevant content to create authentic experiences and inspire customers to engage. We’re thrilled to offer advertisers greater access to the Gopuff platform and data with intelligent, new tools and look forward to continuing to drive innovation as the industry evolves.”
Gopuff’s new platform follows similar moves by a series of retailers who introduced or revamped their own retail media networks this year.
In January, Asda expanded its network with the appointment of software company SMG as its new retail media partner, while a week later, Co-op announced the UK’s first convenience retail media network in a bid to advertise relevancy for shoppers and help brands reach wider audiences.
Last month, Tesco forged a “landmark” retail media partnership with the world’s largest media investment group GroupM to boost its own retail media business.
