Ross Walker, senior paid media manager at Acadia, said that the agency's CPCs for Instacart increased 38% in the second quarter compared to the same time period last year. Walker said more advertisers are running campaigns on Instacart compared to a year ago. He suspects Instacart may have seen a drop-off in users after the pandemic — making it more expensive for advertisers to target people.
Acadia said that Walmart CPCs grew about 2% year-over-year in the second quarter of 2023. Walker credited the increase to a larger pool of advertisers running campaigns and improvements to Walmart's ad performance.
"Both Walmart and Amazon are feeling more competitive either because there are more [advertisers] bidding or there are fewer customers to bid on," Acadia's Walker said.
Read the full article: "Retail ad prices for Walmart and Amazon have dipped while prices at Kroger and Instacart shot way up. Here's what advertisers are paying today." in Business Insider, published on May 24, 2023.