SAN FRANCISCO—In a move to broaden its reach within the consumer packaged goods sector, Uber Advertising announced a new partnership with Instacart. The partnership will use Instacart's Carrot Ads solution to enhance advertising opportunities for brands on the Uber Eats platform in the United States.
Effective this month, the integration allows CPG advertisers of all sizes to run Sponsored Items campaigns across Uber Eats' grocery and retail marketplace via Carrot Ads. The collaboration is expected to improve product discoverability for consumers and offer streamlined campaign management for brands, marking a significant step in Uber Advertising’s effort to provide scalable and efficient solutions to a broader spectrum of advertisers.
“By enabling access to Uber Eats Sponsored Items in the US via Instacart’s Carrot Ads solution, we believe we can better meet the needs of more CPG brands – especially those making network buys,” said Travis Colvin, GM of Grocery & Retail at Uber Advertising. “Our advertising team already works with many of the world’s largest brands directly, but we want to be there for brands of all sizes to help them easily reach our engaged audience in a way that suits them. For the US market, we believe this integration best achieves that goal.”
Chris Rogers, Instacart's Chief Business Officer, added, “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,” said 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 across Instacart’s Ads ecosystem and now the Uber Eats’ grocery and retail marketplace.”
Advertisers will be able to create campaigns through Instacart Ads Manager that seamlessly extend across both Instacart’s and Uber Eats’ digital ecosystems. Carrot Ads currently supports over 7,000 brands and is used by over 220 retailer banners, providing robust retail media capabilities across multiple platforms.
The partnership also sets the stage for new advertising formats on Uber Eats, including a Shoppable Display expected to launch in the second half of 2025.
Uber Advertising will continue working with Criteo outside the United States to support CPG advertising campaigns in international markets such as Australia, Canada, France, Mexico, and the United Kingdom.
