AdAdapted Launches Direct-to-Cart Ad Units

Jacqueline Barba
Digital Editor
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Ann Arbor, Michigan-based AdAdapted this month launched new add-to-cart e-commerce capabilities for AdAdapted Direct. In addition to the digital advertising company’s patented add-to-list technology, AdAdapted Direct now gives marketers the ability to create campaigns that enable shoppers to add a brand’s products directly to a retailer’s online cart.

The company first launched AdAdapted Direct in the fall of 2021 to provide advertisers with a self-serve solution designed for on-demand access to an audience of over 110 million verified shoppers. AdAdapted Direct serves targeted mobile ads to this exclusive network while these shoppers are planning and making trips to the store, helping brands get their promoted products into the lower purchase funnel. AdAdapted Direct aims to make awareness, new household acquisition, and loyalty accessible to any size consumer goods business, according to a news release from the company.

Brands utilizing AdAdapted Direct add-to-cart capabilities can now launch direct-to-cart ad units at over 200 retailers, including Walmart, Kroger, Instacart and Amazon. AdAdapted says the technology is ideal for both new and smaller CPG brands looking to support national, regional, local or seasonal campaigns.

“As brands continue to evolve their strategies to cater to shoppers’ growing demand for e-commerce capabilities, this new feature from AdAdapted Direct helps brands to efficiently support their growth at nearly any retailer through both add-to-list and now add-to-cart solutions,” said Mike Pedersen, AdAdapted CEO and co-founder, in the release. “This allows brands to reach shoppers directly, boost awareness, drive trial, and increase sales and sales velocities by winning new consumers.”

The launch of add-to-cart capabilities by AdAdapted Direct responds to a trend of shoppers incorporating more online shopping alongside brick-and-mortar store visits – a trend that has continued to grow since the start of the COVID-19 pandemic. This new add-to-cart technology allows marketers leveraging AdAdapted Direct to engage shoppers who prefer e-commerce.