Instacart seeks to build ad proposition as driver of future growth

Maya Yegorova

Instacart, the online grocery delivery and pickup service, is looking to build out its advertising proposition as part of a longer-term growth plan.

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...

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