Instacart Expands Ads Manager to Retailers, Unlocking New Self-Serve Tools to Drive Growth Across the Marketplace

Instacart (NASDAQ:CART) is expanding Ads Manager to retailers, letting them run campaigns directly on the platform.

Rhea-AI Summary

Instacart (NASDAQ:CART) is expanding Ads Manager to retailers, letting them run campaigns directly on the platform. The new suite includes self-serve promotions, audience targeting, and real-time closed-loop measurement.

Retailers can also test off-platform advertising via partners like Meta, with more marketplace ad tools planned through 2026. Instacart reported over $1 billion in 2025 ads and other revenue.

Positive

• Generated over $1 billion in 2025 ads and other revenue
• Extends self-serve Ads Manager capabilities directly to retailers
• Enables real-time closed-loop measurement of redemptions, sales impact, and new-to-banner growth
• Introduces off-platform advertising using Instacart first-party data via partners like Meta
• Plans additional sponsored placements and discovery tools for retailers throughout 2026

Negative

• None.

Argus May 13 session

+2.28% close to close Open Argus

Details

News Market Reaction – CART

In the May 13 session, CART gained 2.28%, reflecting a moderate positive market reaction.

Data tracked by StockTitan Argus on the day of publication.

Market Context

This announcement extends Instacart’s Ads Manager so retailers can self-serve promotions, use high-i...

Analysis

This announcement extends Instacart’s Ads Manager so retailers can self-serve promotions, use high-intent audiences, and tap off-platform campaigns, building on more than $1B in 2025 ads and other revenue. In context of recent earnings strength and new retail partnerships, key watchpoints include retailer adoption of self-serve tools, measurable uplift in basket size and new-to-banner customers, and how off-platform results compare to on-platform performance.

Key Figures

Ads and other revenue: more than $1B

Ads and other revenue

more than $1B

Full year 2025

Historical Context

5 past events · Latest: May 06

5 events

1. May 06

   Q1 2026 earnings

   24h Move

   -8.2%

   First quarter above $10B GTV and $1B revenue with higher profitability.

2. Apr 14

   Global acquisition

   24h Move

   -1.1%

   Acquisition of Instaleap to expand enterprise platform across ~30 countries.

3. Apr 09

   Earnings timing update

   24h Move

   -2.7%

   Announcement of Q1 2026 earnings release date and conference call details.

4. Mar 30

   Major retail launch

   24h Move

   +4.1%

   ALDI U.S. nationwide digital experience with Instacart as exclusive fulfillment partner.

5. Mar 12

   New partnership

   24h Move

   +2.3%

   Fareway partnership to power e-commerce and retail media via Storefront Pro and Carrot Ads.

24h Move is the share-price change in the day after each event; other market factors may also have contributed.

Key Terms

closed-loop measurement, first-party data

2 terms

closed-loop measurement technical

"opening the same high-intent reach, optimization, and closed-loop measurement infrastructure"

A closed-loop measurement is a system that continuously reads a variable, like a blood sugar level or temperature, and automatically uses that information to adjust an action, creating a feedback loop much like a thermostat that senses room temperature and turns heating on or off. For investors, closed-loop capability matters because it can improve product performance, reduce the need for manual intervention, increase regulatory scrutiny and potential market value, and create competitive differentiation or recurring revenue opportunities.

first-party data technical

"Reaching Customers Off-Platform With Instacart's First-Party Data"

First-party data is information a company collects directly from its own customers and users through interactions like purchases, website visits, app usage, subscriptions, or surveys. For investors it matters because this data is exclusive, typically more accurate and cost-effective than third-party sources, and helps the company target customers, predict sales, improve products, and comply with privacy rules — like a store’s loyalty list versus a bought mailing list.

AI-generated analysis. How Rhea-AI works. Not financial advice.

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Following a milestone year that generated more than $1B in ads and other revenue in 2025, Instacart introduces a purpose-built suite designed specifically for its retail partners

SAN FRANCISCO, May 13, 2026 /PRNewswire/ -- Instacart (NASDAQ: CART) today 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 today.

In 2025, Instacart generated more than $1 billion in ads and other revenue, and has long served as a proven performance channel for CPG brands. Now, the company is opening the same high-intent reach, optimization, and closed-loop measurement infrastructure that supports brand campaigns to retailers. At the same time, Instacart is building new tools designed specifically for retailer goals, from driving engagement to growing basket size and winning new consumers.

"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."

"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, one of the West Coast's largest regional full-service grocery chains. "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," said Tiffany Allegro, Marketing Director at Valley Marketplace. "We're excited to leverage these capabilities to grow our business and highlight the promotions and products our community loves."

Launching Today: Self-Serve Retailer Promotions

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.

Reaching Customers Off-Platform With Instacart's First-Party Data

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.

What's Ahead

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.

About Instacart

Instacart is a leading grocery technology company that partners with more than 2,200 retail banners – representing nearly 100,000 stores – to transform how people shop for the groceries they need from the retailers they trust, while creating flexible earning opportunities for shoppers. Through the Instacart Marketplace, Instacart Enterprise platform, and Instacart Ads ecosystem, the company powers ecommerce, fulfillment, in-store technology, AI offerings, and advertising for partners. For more information, visit www.instacart.com/company. Maplebear Inc. is the registered corporate name of Instacart.

View original content to download multimedia:https://www.prnewswire.com/news-releases/instacart-expands-ads-manager-to-retailers-unlocking-new-self-serve-tools-to-drive-growth-across-the-marketplace-302770275.html

SOURCE Maplebear Inc. dba Instacart

FAQ

AI-generated questions and answers. How Rhea-AI works. Not financial advice.

What did Instacart (NASDAQ:CART) announce about Ads Manager on May 13, 2026?

Instacart announced that retailers can now activate campaigns directly within Instacart Ads Manager using a new retailer-focused tool suite. According to Instacart, this includes self-serve promotions, audience targeting, and real-time performance measurement to help partners drive engagement, basket size, and customer growth.

How can retailers use Instacart Ads Manager promotions to grow basket size for CART partners?

Retailers can create basket-level offers and target high-intent consumer segments within Instacart Ads Manager to influence larger orders. According to Instacart, campaigns can reach shoppers in specific categories and measure redemptions, total sales impact, and new-to-banner growth in real time.

What is Instacart's off-platform advertising solution and why does it matter for CART investors?

Instacart is testing off-platform advertising that uses its first-party audiences across partners like Meta. According to Instacart, this lets retailers extend campaigns beyond the marketplace to win back lapsed customers, attract new shoppers, and pursue incremental sales and market share growth.

How much ad and other revenue did Instacart (CART) generate in 2025?

Instacart generated more than $1 billion in ads and other revenue in 2025. According to Instacart, this performance underscores its role as a scaled retail media platform and a proven performance channel for consumer packaged goods brands using its high-intent reach and measurement tools.

What new Instacart Marketplace ad tools will retailers gain in 2026 for CART?

Throughout 2026, retailers are expected to receive more advertising capabilities within the Instacart Marketplace. According to Instacart, planned additions include new sponsored placements, more discovery opportunities in search and browse, and access to curated high-traffic shopping moments to support retailer growth.

How do Instacart's new self-serve tools change campaign management for retailers using CART?

Retailers can now launch, test, and optimize campaigns directly without relying on managed service support. According to Instacart, this self-serve approach in Ads Manager offers intuitive campaign management, trusted measurement, and optimization toward specific retailer goals like engagement, basket growth, and new customer acquisition.