Instacart announced that retailers can activate campaigns within Instacart Ads Manager, extending the company’s scaled, self-serve advertising platform to its retail partners.
The expansion marks an evolution of Instacart’s advertising platform, introducing a new, purpose-built suite of tools designed for retailers, starting with self-serve promotions and off-platform capabilities that are available today.
In 2025, Instacart generated more than $1 billion in ads and other revenue and has long served as a proven performance channel for CPG brands.
The company is opening the same high-intent reach, optimization and closed-loop measurement infrastructure that supports brand campaigns to retailers. At the same time, Instacart is building new tools designed specifically for retailer goals, from driving engagement to growing basket size and winning new consumers.
Ali Miller, Instacart general manager of advertising, said the new tools were built around what has worked for brand partners.
“We’re excited to expand our Ads solutions to our retail partners with this new suite of capabilities purpose-built to achieve their goals,” Miller said.
“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.”
Retailer perspectives
Tamara Pattison, chief digital officer at The Save Mart Companies, said the expanded tools help the chain meet customers wherever they shop.
“We’re focused on delivering exceptional experiences for our customers, however they want to shop with us,” Pattison said. “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, said the platform creates new opportunities for independent operators.
“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,” Allegro said. “We’re excited to leverage these capabilities to grow our business and highlight the promotions and products our community loves.”
Self-serve retailer promotions
One new capability within the retailer suite is self-serve retailer promotions in Ads Manager.
Retailers can create and manage basket-level offers, target high-intent consumer segments and reach consumers who shop within a category but have not yet purchased from their banner. Campaign performance — including redemptions, total sales impact and new-to-banner growth — is measured in real time using Instacart’s closed-loop data. Retailers can launch, test and optimize campaigns without relying on managed service support.
In addition to on-platform solutions, retailers are also starting to test Instacart’s off-platform advertising offering.
Through partnerships with Meta and others, retailers can extend their campaigns beyond Instacart to reach high-intent consumers across the broader media landscape. By activating Instacart audiences wherever they already buy media, retailers can win back lapsed customers, attract new customers and drive incremental sales and market share growth.
Instacart’s off-platform advertising solutions have already delivered strong results for CPG brand partners, underscoring the impact of applying retail media data across channels.
Looking ahead
Throughout 2026, retailers will gain access to additional advertising capabilities within the Instacart Marketplace.
The new capabilities include new sponsored placements, expanded discovery opportunities within search and browse and participation in curated, high-traffic shopping moments.
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