SAN FRANCISCO — Instacart is expanding its Ads Manager platform to retailers, introducing a new suite of self-serve advertising and promotional tools designed to help grocers and retail partners drive engagement, increase basket size and attract new customers across the Instacart Marketplace.
The move builds on a milestone year for Instacart’s advertising business, which generated more than $1 billion in ads and other revenue in 2025. The company said the expanded offering gives retailers access to the same advertising infrastructure, audience targeting and closed-loop measurement capabilities that have powered campaigns for CPG brands on the platform.
“We’re excited to expand our Ads solutions to our retail partners with this new suite of capabilities purpose-built to achieve their goals,” said 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.”
Among the first capabilities rolling out is a self-serve retailer promotions tool within Ads Manager. Retailers can create and manage basket-level offers, target high-intent consumer segments and reach shoppers browsing categories where they have not yet purchased from a specific banner. Performance metrics, including redemption rates, sales impact and new-to-banner growth, are available in real time through Instacart’s measurement platform.
The company said retailers can now launch, test and optimize campaigns directly without relying on managed-service support teams.
Instacart is also expanding retailers’ ability to reach consumers off-platform through partnerships with companies, including Meta. The offering allows retailers to activate Instacart’s first-party audience data across external media channels to reconnect with lapsed shoppers, attract new customers and drive incremental sales growth.
“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 Companies. “Instacart’s enhanced advertising tools allow us to thoughtfully showcase our offerings and promotions in ways that feel relevant and helpful.”
Valley Marketplace Marketing Director Tiffany Allegro said the expanded capabilities create new opportunities for retailers to stand out digitally and connect with shoppers more effectively.
Instacart said additional advertising features will roll out throughout 2026, including expanded sponsored placements, new discovery opportunities within search and browse, and participation in curated shopping events across the marketplace.
The company currently partners with more than 2,200 retail banners representing nearly 100,000 stores across North America.
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