Instacart Expands Ads Manager to Retailers
Retailers can now activate campaigns directly within Instacart Ads Manager, extending the technology company’s scaled, self-serve advertising platform to its retail partners.
The expansion introduces a new, purpose-built suite of tools designed for retailers, beginning with self-serve promotions and off-platform capabilities that are currently available.
At the same time that Instacart is offering retailers the same high-intent reach, optimization and closed-loop measurement infrastructure that supports brand campaigns, the company is building new tools designed specifically for retailer goals, from driving engagement to growing basket size and winning new customers.
"We're excited to expand our Ads solutions to our retail partners with this new suite of capabilities purpose-built to achieve their goals," noted Ali Miller, general manager of advertising at Instacart. "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."
"We're focused on delivering exceptional experiences for our customers, however they want to shop with us," said Tamara Pattison, chief digital officer at The Save Mart Cos., based in Modesto, California. "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."
"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," added Tiffany Allegro, marketing director at Valley Marketplace, an independent grocer with three locations in Reseda, Simi Valley and Valencia, California. "We're excited to leverage these capabilities to grow our business and highlight the promotions and products our community loves."
One new capability within the retailer suite is self-serve retailer promotions in Ads Manager. This allows retailers to 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 with Instacart's closed-loop data. Retailers can launch, test and optimize campaigns directly, without having to depend on managed service support.
Along with on-platform solutions, retailers are starting to test Instacart's off-platform advertising offering. Through partnerships with Meta and others, retailers can expand their campaigns beyond Instacart to engage high-intent consumers across the wider media landscape. By activating Instacart audiences wherever they already buy media, retailers can win back lapsed customers, attract new ones and spur incremental sales and market share growth.
According to Instacart, its off-platform advertising solutions have already delivered strong results for its CPG brand partners, demonstrating the impact of applying retail media data across channels.
Throughout 2026, Instacart will offer retailers access to more advertising capabilities within the Instacart Marketplace, among them new sponsored placements, expanded discovery opportunities within search and browse, and participation in curated, high-traffic shopping moments.
This article was originally published on P2PI sibling brand Progressive Grocer.
