Instacart announced that retailers can now activate campaigns directly within Instacart Ads Manager, extending the company's scaled, self-serve advertising platform to its retail partners. This 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. Instacart generated more than $1 billion in ads and other revenue in Fiscal year 2025, 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. Instacart is building new tools designed specifically for retailer goals, from driving engagement to growing basket size and winning new consumers. One new capability within the retailer suite is self-serve retailer promotions in Ads Manager.
Retailers can now 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 directly, 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. Throughout 2026, retailers will gain access to additional advertising capabilities within the Instacart Marketplace, including new sponsored placements, expanded discovery opportunities within search and browse, and participation in curated, high-traffic shopping moments.
