Instacart Advertising: A Platform Primer for marketers

This Platform Primer, looking at Instacart, is part of the WARC Retail Media Platform Primer series which has been created to help senior marketers navigate the fast-growing world of Retail Media.
  • Instacart is part marketplace, part last-mile delivery, part Retail Media, and yet not fully any of these all at the same time.
  • Instacart Featured Products are 90% of Retail Media on Instacart as Instacart is a relative latecomer to Retail Media advertising, and retail partnerships are paramount to drive availability.
  • Instacart does not provide sales data at the retailer level which makes it hard for brands to understand the impact that Instacart has on their topline revenue numbers.
  • Once a particular product gets in an Instacart user’s “past purchases” basket, it is much easier to get buyers to repeat purchase,...

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