Instacart announced that the Media Rating Council (MRC) has expanded its accreditation to cover ad placements on Carrot Ads, the company’s white-label advertising technology. The new accreditation applies to verified metrics for impressions, clicks, click-through rates, and viewable impressions across Sponsored Product, Display, Shoppable Display, and Shoppable Video ads on both the Instacart Marketplace and Carrot Ads partner sites.
With this development, MRC-accredited measurement is now available for more than 240 ecommerce partners using Carrot Ads in the United States and Canada. This coverage extends to desktop sites, mobile web platforms, and mobile apps. Retailers such as Hy-Vee, Sprouts, Thrive Market, and Uber Eats use Carrot Ads to run their own retail media offerings with measurable results across digital storefronts. Advertisers are able to extend their campaigns from Instacart’s main platform to these partner environments.
Ali Miller, General Manager of Advertising at Instacart stated: “As advertisers are navigating a fragmented retail media landscape, consistent, trustworthy measurement is more important than ever. We were proud to be one of the first retail media networks to receive MRC accreditation last year. Now, we’ve expanded MRC accreditation to Carrot Ads so brands can confidentially invest across our ads ecosystem with accredited measurement on Carrot Ads as well as Marketplace ad placements.”
Instacart previously received MRC accreditation in 2024 for select metrics and placements on its Marketplace platform. The recent expansion follows an independent audit confirming that additional syndicated placements also meet industry standards for digital advertising measurement set by the MRC.
George W. Ivie, Executive Director and CEO of the MRC commented: “We congratulate Instacart on achieving the important milestone of continued accreditation for measurement of the submitted formats, metrics and environments for Marketplace and the expansion of this accreditation to Carrot Ads. This demonstrates Instacart’s commitment to transparency and compliance against industry-accepted standards as well as the validity, reliability and effectiveness of these measures.”
Instacart aims to create a unified retail media ecosystem covering its marketplace along with over 240 ecommerce partner sites plus in-store surfaces and off-platform partnerships. The company says that expanding MRC-accredited measurement will help brands track advertising performance consistently across different channels.
