Uber will integrate Instacart's Carrot Ads platform into its advertising system in the U.S., allowing CPG advertisers to launch sponsored product campaigns across the Uber Eats grocery and retail marketplace. This collaboration aims to leverage Instacart's measurement capabilities and broaden Uber's advertising offerings. The move reflects a competitive drive among delivery services to monetize customer data through advertising. Travis Colvin of Uber Advertising emphasized the desire to facilitate access for brands of all sizes to reach an engaged audience effectively, supporting Uber's growing advertising ambitions under the leadership of Kristi Argyilan.
"Our advertising team already works with many of the world's largest brands directly, but we want to be there for brands of all sizes to help them easily reach our engaged audience in a way that suits them," said Travis Colvin, general manager of grocery and retail at Uber Advertising, in a statement.
The newly announced Instacart integration will enhance Uber Advertising's offering through a Shoppable Display format and other performance marketing engagement tools, supporting the ride-hailing company's efforts to reach a broad range of CPG marketers.
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