Instacart confirmed that this campaign marks the first time Instacart made its first-party data available for a brand outside of the consumer-packaged goods category to use on NBCU inventory. (Papa Johns is technically in the quick-service restaurant vertical.)

I don’t use instacart, but my understanding is that there is a fee for that service or some kind of minimum purchase agreement with stores. If you’re paying for a service it should be illegal for them to sell your data.