Instacart Ads

One of the top retail media networks in the US, uniquely positioned as a cross-retailer grocery platform with strong first-party purchase data and a self-serve ad console for CPG brands.

Instacart Ads is the advertising division of Maplebear Inc. (Instacart), North America's leading online grocery platform. It enables consumer packaged goods (CPG) brands and retailers to reach millions of active grocery shoppers through a suite of performance and brand-building ad products, including sponsored product listings, display banners, shoppable video, and offsite retargeting. The platform leverages Instacart's rich first-party purchase data to deliver highly targeted, closed-loop advertising with measurable return on ad spend (ROAS). Instacart Ads has grown into one of the most significant retail media networks in the United States, competing directly with Amazon Advertising, Walmart Connect, and Kroger Precision Marketing. Its unique position as a cross-retailer grocery platform — aggregating inventory from thousands of grocery, convenience, and specialty stores — gives advertisers access to a broad, purchase-intent audience that spans multiple retail banners simultaneously. The platform's self-serve console allows brands of all sizes to launch and optimize campaigns, while enterprise solutions offer managed services and deeper integrations. Beyond on-platform advertising, Instacart has expanded its retail media capabilities through the Carrot Ads product, which enables other retailers to deploy Instacart's ad technology on their own owned-and-operated digital properties. This positions Instacart not just as a media seller but as a retail media technology provider, significantly expanding its addressable market and reinforcing its role as a key infrastructure player in the broader AdTech and retail media ecosystem.