Instacart announced on May 13 that it is expanding its Ads Manager platform, allowing retailers to activate campaigns directly and access a new suite of self-serve advertising tools. The move follows a year in which Instacart generated more than $1 billion in ads and other revenue.
The company said this development will provide retail partners with capabilities previously available only to consumer packaged goods brands, including campaign management, optimization, and measurement infrastructure. Instacart stated that the goal is to help retailers drive engagement, grow basket size, and attract new customers.
Ali Miller, General Manager of Advertising at Instacart, said: “We’re excited to expand our Ads solutions to our retail partners with this new suite of capabilities purpose-built to achieve their goals. This builds on the foundations we’ve established with brand partners: intuitive campaign management, trusted measurement, and optimization toward results. We look forward to partnering with retailers to unlock new growth opportunities and build on our shared momentum.”
Tamara Pattison, Chief Digital Officer at The Save Mart Companies, said: “We’re focused on delivering exceptional experiences for our customers, however they want to shop with us. Instacart’s enhanced advertising tools allow us to thoughtfully showcase our offerings and promotions in ways that feel relevant and helpful. We value our continued partnership and the opportunity to inspire customers throughout their digital shopping journey.” Tiffany Allegro, Marketing Director at Valley Marketplace added: “Instacart’s expanded advertising tools give retailers like us new opportunities to stand out in the digital aisle and connect with customers in meaningful ways. We’re excited to leverage these capabilities to grow our business and highlight the promotions and products our community loves.”
The retailer suite includes self-serve retailer promotions within Ads Manager. Retailers can now create basket-level offers targeting specific consumer segments while monitoring real-time performance metrics such as redemptions and sales impact using Instacart’s closed-loop data system.
Retailers are also beginning tests of off-platform advertising through partnerships with Meta and others—enabling them to reach consumers beyond Instacart’s marketplace by leveraging first-party data for broader media campaigns aimed at winning back lapsed or attracting new shoppers.
Instacart noted that these off-platform solutions have already shown strong results for brand partners. The company plans further enhancements as part of its ongoing efforts.
