Hy-Vee continues to grow retail media partnership with Instacart

"Hy-Vee is furthering its retail media partnership with Instacart by enabling the launch of Carrot Sponsored Products on HyVee.com , according to a Tuesday press release. This latest tie-up broadens Hy-Vee's advertising capabilities while allowing suppliers that have partnered with Instacart to extend their ad campaigns directly to Hy-Vee's website. The move builds upon Hy-Vee's retail media work with Instacart as well as the Midwest grocer's efforts to stretch Hy-Vee RedMedia's reach via third-party partnerships."

"Bringing brand ad campaigns part of Instacart's Carrot Ads to Hy-Vee's website will allow the Hy-Vee RedMedia network to provide CPGs with performance-driven advertising placements in areas such as search and browse, according to the announcement. Later this year, Hy-Vee will launch display ads through Instacart on its website. This development in Hy-Vee and Instacart's partnership also gives the grocery company the ability to launch self-service capabilities to its CPG partners, the press release noted."

""Bringing Instacart Carrot Ads to Hy-Vee RedMedia enhances what we can offer our advertisers, providing them with a seamless, data-informed advertising solution directly within our digital platforms," Kathryn Mazza, president of Hy-Vee RedMedia and chief marketing officer of Hy-Vee, said in a statement. "This integration empowers our brand partners to reach the right customers at the right time, creating personalized, impactful shopping experiences that strengthen brand connections and drive results.""

Hy-Vee is enabling Instacart's Carrot Sponsored Products to run on HyVee.com, allowing suppliers who use Instacart to extend ad campaigns to the grocer's website. The integration brings Carrot Ads' brand campaigns into Hy-Vee RedMedia, offering CPGs performance-driven placements in search and browse. Later this year Hy-Vee will add display ads through Instacart on its site. The partnership also introduces self-service advertising capabilities for CPG partners. Hy-Vee continues to grow RedMedia by forming third-party technology and advertising partnerships and earlier joined Rippl, a national consortium of regional grocers and convenience stores. The aim is to create personalized, data-informed shopping experiences that strengthen brand connections and drive measurable results.

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