Grocery delivery service Instacart is giving Canadian advertisers the opportunity to reach a growing pool of online shoppers with the launch of its ad offering north of the border.

Instacart Ads allows brands and media agencies to promote specific products on a cost-per-click basis across the platform – including areas for product search, new product discovery and “buy-it-again” experiences – based on insights from its first-party data.

Canada is the first international market Instacart has brought its ad offering to, having launched in the U.S. roughly a year ago.

Campaigns are managed through a self-serve ad manager, which allows advertisers to manage budgets, schedules, content and bids. Tools and applications within the ad manager include those from Instacart’s API partners, which include Pacvue, Flywheel, Perpetua, Quartile, Stackline and CommerceIQ.

The service will also provide advertisers with aggregated, anonymized and retailer-agnostic data down to the SKU level, which the company says is a level of insight into consumer behaviour on Instacart brands have not previously had access to. The data will also provide insights on things like category trends and conversion performance metrics, delivered through customizable reports.

In Canada, Danone, Unilever and Nestle’s Purina brand have already begun using Instacart ads during an initial, limited launch that began late last year. Shannon Cross, senior manager of eCommerce at Nestlé Purina PetCare Canada, says “one of the most significant benefits” of Instacart’s ad offering is the data offering, which has allowed for more informed business decisions that have driven “incredible” returns across its priority SKUs. Arthur Sylvestre, director of media, digital and eommerce at Danone, says its brands have had growth that outpaces the rest of their categories and positive changes in market share since it began piloting Instacart Ads.

Instacart says it is available to 90% of Canadian households and, as of last summer, in all 10 provinces. Earlier this month it added a crop of new retailers to its same-day delivery option – in addition to now having Canada’s top five most popular grocery chains on the platform, it also brought on discount retailers like Dollarama and Giant Tiger, as well as specialty retailers like Popeye’s Supplements, Michaels and Staples.