Instacart, the online grocery delivery and pickup service, is looking to boost ad revenues from “emerging” brands and players outside the food category following its hotly anticipated IPO this week, a WARC report reveals.

Why ad growth matters for Instacart

Retail media is an increasingly competitive space, as retailers build out a range of solutions and brands compete to engage with consumers near the point of online purchase. Generating dollars from these efforts can also unlock a critical new growth driver for vendors at a time when consumer spending is in flux.

Takeaways

• Instacart generated ad revenue of $740 million...