At CES 2026, Instacart debuted Data Hub, a new clean room solution that gives consumer packaged goods (CPG) brands and their agency partners secure, privacy-safe access to its first-party grocery data.
Data Hub lets marketers join their data with Instacart’s purchase signals to gain insights that can be used to inform strategy, plan off-platform audiences and measure omnichannel performance.
“Retail media data is increasingly essential to enhance targeting, optimization and measurement for omnichannel media activations,” said Ali Miller, general manager of advertising at Instacart.
“Brands and agencies are eager for easier access to trusted, scaled sources of purchase data. We’ve designed the Instacart Data Hub to provide partners with a deeper understanding of shopping behavior and a practical way to apply those insights to their marketing strategies.”
Turning grocery insights into action
Data Hub gives marketers deeper visibility into key customer behaviors – including lifetime value, new to brand and repurchase frequency – while providing access to Instacart’s first-party grocery shopping data. Powered by real consumer behavior across the Instacart Marketplace, Data Hub enables advertisers to reach incremental, high-value consumers and uncover insights that inform smarter media strategies.
With Data Hub, advertisers can:
- Join their first-party data with Instacart’s unique grocery signals in a secure, privacy-safe environment;
- Build custom audience segments that can be activated across channels to reach high-intent Instacart consumers;
- Analyze behavioral patterns, product affinities and shopping insights across the Instacart Marketplace; and
- Measure campaign impact with flexible attribution approaches.
Data Hub has been in pilot with a select group of agencies and CPGs and will expand to additional partners throughout 2026.
“We’re excited about the work Instacart is doing to promote commerce transformation and innovation in the marketing services ecosystem,” said Lauren Lavin, executive director, North American commerce at WPP Media.
“Their introduction of Data Hub capabilities will further strengthen the way we plan and optimize campaigns for our clients and reflects the growing demand in our industry for privacy-safe data environments and new approaches to audience targeting and measurement strategies.”
Melissa Burdick, president and co-founder of Pacvue, said, “Shoppers now discover products everywhere: on social, in streaming, through LLMs and across retailers. Instacart’s Data Hub gives brands a level of clarity that’s been missing in retail media.
“With deeper insight into shopping behavior across different platforms and formats, brands can finally optimize with full confidence about what really drives growth. It’s a big step forward for the industry, and we’re excited to partner with Instacart to make this new level of clarity and confidence a reality for our clients.”
Building on Instacart’s Growing Data Suite
Data Hub extends Instacart’s broader investment in tools that help brands get real value from retail media data. In 2025, Instacart launched its Consumer Insights Portal, a self-serve resource that gives brands a ground-level view of consumer behavior and how real-time shopping trends shape their performance. Data Hub complements that understanding with customizable, action-oriented analytics that help marketers transform observations into campaign activations.
Together, these tools reflect Instacart’s growing role as both a retail media network and a data partner, helping brands understand performance, optimize spend and drive value at every stage of the funnel.
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