Dive Brief:  

• Gopuff today (April 24) announced a partnership with Koddi, a retail and commerce media technology company, to enhance the instant commerce company’s ads platform with new incremental ad measurement tools, Marketing Dive can exclusively share. 
• The tools will help advertisers measure the incremental impact of their Gopuff Ads campaigns beyond what is possible organically. A recent pilot program resulted in incremental purchases increasing by more than 40% on average per user.
• The solution is currently available to all advertisers as a managed service and Gopuff plans to launch self-service capabilities in the near future. Gopuff and Koddi also plan to introduce additional enhancements over the coming year to enhance campaign performance.

Dive Insight:

Gopuff is again attempting to court marketers to its advertising platform through its partnership with Koddi. The new measurement tools allow advertisers to quantify incremental sales on Gopuff and unlock greater insights into how specific ad campaigns perform, empowering them to make data-driven decisions and optimize spend.

“Measurement is a crucial differentiator for networks as competition intensifies,” said Nicholas Ward, co-founder and president of Koddi, in release details. “By collaborating with Gopuff, we were able to combine our deep insights into the industry to build a solution that effectively captures the value Gopuff Ads drives for brands while enhancing the experience overall.” 

Koddi designed an incrementality measurement framework that exceeds IAB guidelines, per release details. The tools leverage ad exposure, customer engagement and purchases in control and test groups to determine incremental lift, with users in both test and control groups a randomly selected, representative sample of Gopuff users. Additional parameters help ensure balance across key audience segments, like loyalty customers. Metrics like incremental conversions, revenue and return-on-ad-spend are measured across both groups and at scale to assess campaign effectiveness. 

Gopuff launched its in-house ads platform in July, billing it as an offering that leverages custom-built artificial intelligence (AI) and machine learning models that account for over 1,000 real-time variables and 10 years of customer data. Since launching the Gopuff Ads Platform, the brand has seen a 50% higher relevance score, helping drive a 25% increase in click-through rates and a 24% increase in conversions. 

Building on its efforts, Gopuff in September launched a suite of new in-app, in-bag and off-platform advertising capabilities to help marketers connect with Gen Z and millennial consumers. Among them is Brand Shops, which allows advertisers to add photo and video content, educational copy, shoppable carousels and more to their campaigns. The company also integrated AdAdapted's Add-It carting technology to its platform, making it easier for consumers to add products to their bags without leaving the site they’re browsing.

The launch of Gopuff’s advertising platform followed on the heels of the company’s largest consumer-facing brand campaign in April 2024. The multichannel effort, titled “Bring The Magic,” celebrated how the delivery service brings magic to everyday moments such as bringing a missing ingredient for a favorite recipe or a necessary sports drink directly to consumers’ doors.