Uber Advertising has announced a new partnership with Instacart to utilize their Carrot Ads solution in the United States. This collaboration aims to increase the reach of Uber Eats' Sponsored Items formats to Consumer Packaged Goods (CPG) advertisers.
Starting this month, CPG advertisers in the U.S. will be able to leverage Instacart's Carrot Ads to connect with grocery and retail marketplace customers on Uber Eats. The partnership is expected to enhance the user experience on Uber Eats by improving the discoverability of various products and brands.
Travis Colvin, General Manager of Grocery & Retail at Uber Advertising, stated, "By enabling access to Uber Eats Sponsored Items in the US via Instacart’s Carrot Ads solution, we believe we can better meet the needs of more CPG brands – especially those making network buys." He emphasized that the aim is to support brands of all sizes in reaching Uber's engaged audience efficiently.
Chris Rogers, Chief Business Officer at Instacart, expressed excitement about the partnership, stating, "Together, we’re offering advertisers expanded reach, seamless campaign management, trusted results, and a more efficient way to instantly connect customers with the products they love across Instacart’s Ads ecosystem and now the Uber Eats’ grocery and retail marketplace."
CPG advertisers can create campaigns using Instacart Ads Manager, which will now cover the Uber Eats grocery and retail marketplace. Instacart's Carrot Ads solution will power this integration, offering access to ad technology and a large pool of advertisers from more than 7,000 brands.
The integration provides benefits not just for a larger pool of CPG brands, but also facilitates Uber Advertising's growth. This is expected to accelerate both performance marketing engagement and customer access, with features like a Shoppable Display format projected for the latter half of 2025.
Criteo will remain a key partner for Uber Advertising, addressing the needs of CPG advertisers in several international markets including Australia, Canada, France, Mexico, and the UK.