Instacart, the online grocery delivery and pickup service, is seeking to develop its proposition for advertisers as part of a long-term plan for growth that builds on a surge in usage driven by the COVID-19 pandemic.
The digital platform now boasts 7.7 million monthly active users, according to documents filed in preparation for its initial public offering (IPO) – and this cohort is an attractive one for many third-party brands in categories from snacks and beverages to baby food, as these shoppers are frequently on the verge of making a purchase.
Growing this customer base, in turn, is a vital...