Uber Advertising Adopts Instacart's Carrot Ads
Uber Advertising is adopting Instacart’s Carrot Ads in the U.S. to help extend the reach of Uber Eats’ Sponsored Items formats to CPG advertisers of all sizes.
The integration — launching this month — aims to provide a broader set of CPG advertisers with access to solutions that help them “win the digital shelf,” according to a media release.
The partnership will enable CPG advertisers in the U.S. to reach millions of “high intent” grocery and retail marketplace customers on the Uber Eats platform.
Instacart’s Carrot Ads will also bolster Uber’s ad capabilities with performance tools that enhance discoverability of relevant products and brands.
“By enabling access to Uber Eats Sponsored Items in the U.S. via Instacart’s Carrot Ads solution, we believe we can better meet the needs of more CPG brands — especially those making network buys,” Travis Colvin, general manager of grocery & retail at Uber Advertising, said in the release. “We want to be there for brands of all sizes to help them easily reach our engaged audience in a way that suits them.”
Through the integration, advertisers will be able to create campaigns via Instacart Ads Manager that automatically extend across the Instacart Ads ecosystem, which now includes the Uber Eats grocery and retail marketplace. Carrot Ads already powers retail media for more than 220 retailer banners and connects more than 7,000 brands with ad opportunities across e-commerce sites.
Looking ahead, Uber Advertising plans to roll out new ad formats through the Carrot Ads integration — including a Shoppable Display offering as early as the second half of 2025, further enriching performance marketing efforts in the U.S.
Outside the U.S., Uber Advertising will continue its partnership with Criteo to support CPG advertisers in international markets, including Australia, Canada, France, Mexico and the U.K.
“We’re proud to partner with Uber Advertising to create a powerful advertising collaboration that delivers an additional way for CPG brands to reach customers shopping in the digital grocery aisles,” added Chris Rogers, chief business officer at Instacart. “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.”
