Instacart Ads

One of the largest grocery-focused retail media networks in the United States, leveraging first-party purchase data across its own marketplace and 240-plus partner e-commerce sites

Instacart Ads is a retail media network (RMN) that enables brands to reach consumers at the point of purchase through a performance-based, pay-per-click advertising model, promoting sponsored product ads directly within the Instacart grocery platform.¹ Its suite of ad products — spanning sponsored products, promotions, brand pages, shoppable display ads, display ads, and shoppable video ads — is designed to serve a range of marketing objectives including driving sales, engaging consumers, and expanding reach.¹ Through its Carrot Ads platform, launched in March 2022, Instacart powers retail media networks across 240-plus e-commerce sites — including Thrive Market, Hy-Vee, and Uber Eats' grocery experience — enabling CPG brands and agencies to buy once and activate across an entire ecosystem with consistent measurement.² Beyond its own marketplace, Instacart extends its first-party shopper purchase data to off-platform channels including YouTube, Google Shopping, Roku, and The Trade Desk, allowing advertisers to target high-intent audiences and measure incremental impact across the open web and connected TV.³ Instacart Ads is also expanding into physical retail through Caper Carts — smart shopping carts deployed in nearly 100 cities — which carry loyalty card data, real-time basket signals, and location data to serve contextually relevant ads and product recommendations in-store.² Instacart's advertising unit generated $871 million in revenue in 2023, representing nearly 30% of the company's overall revenue.³ Source 1: skai.io — Instacart Advertising: Unleashing Your Brand's Potential ... Source 2: retailmediabreakfastclub.com — Instacart Ads' Third Act: Ali Miller on Building ... Source 3: modernretail.co — Instacart bets on YouTube to turbocharge its $871M ad ...