Uber Advertising taps Instacart Carrot Ads solution in US for CPG advertisers on Uber Eats

Uber Advertising is set to leverage Instacart’s Carrot Ads solution in the US to help extend the reach of its Sponsored Items formats to CPG advertisers.

Beginning this month, CPG advertisers in the US will be able to reach millions of high intent grocery and retail marketplace customers on Uber Eats via the Carrot Ads solution.

Instacart’s Carrot Ads performance advertising capabilities will also enhance the user experience on the Uber Eats grocery and retail marketplace with increased discoverability of relevant products and brands.

“By enabling access to Uber Eats Sponsored Items in the US via Instacart’s Carrot Ads solution, we believe we can better meet the needs of more CPG brands - especially those making network buys,” says Travis Colvin, GM of Grocery & Retail at Uber Advertising.

“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. For the US market, we believe this integration best achieves that goal.”

“We’re proud to partner with Uber Advertising to create a powerful advertising collaboration that delivers an additional way for CPG brands to reach customers shopping in the digital grocery aisles,” says Chris Rogers, Chief Business Officer at Instacart.

“Together, we’re offering advertisers expanded reach, seamless campaign management, trusted results, and a more efficient way to instantly connect customers with the products they love across Instacart’s Ads ecosystem and now the Uber Eats’ grocery and retail marketplace.”

CPG advertisers will be able to create campaigns through Instacart Ads Manager that automatically extend across the Instacart Ads ecosystem, which now includes the Uber Eats grocery and retail marketplace.

The integration will be powered by the Carrot Ads solution, which provides platforms and retailers access to Instacart’s ad technology and advertiser demand from more than 7,000 brands. Around 220 retailer banners now utilise Carrot Ads to power their retail media businesses and offer ads on their e-commerce sites. 

It will also help Uber Advertising by accelerating the pace and breadth of performance marketing engagement in the US, including enhancements like a Shoppable Display format through the Instacart Carrot Ads solution on Uber Eats for applicable CPG advertisers as soon as the second half of 2025.  

Globally, Criteo will remain Uber Advertising’s key partner for meeting the needs of CPG advertisers across various non-US markets, including leading markets such as Australia, Canada, France, Mexico, and the UK.

2025 RTIH INNOVATION AWARDS

Retail media will be a key focus area at the 2025 RTIH Innovation Awards.

The awards. which will open for entries in April, celebrate global tech innovation in a fast moving omnichannel world.

Our 2024 hall of fame entrants were revealed during an event which took place at RIBA’s 66 Portland Place HQ in Central London on 21st November, and consisted of a drinks reception, three course meal, and awards ceremony presided over by comedian Lucy Porter.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “The event is now into its sixth year and what a journey it has been. The awards started life as an online only affair during the Covid outbreak, before launching as a small scale in real life event and growing year on year to the point where we’re now selling out this fine, historic venue.”

He added: “Congratulations to all of our finalists. Many submissions did not make it through to the final stage, and getting to this point is no mean feat. Checkout-free stores, automated supply chains, immersive experiences, on-demand delivery, next-generation loyalty offerings, inclusive retail, green technology. We’ve got all the cool stuff covered this evening.”

“But just importantly we’ve got lots of great examples of companies taking innovative tech and making it usable in everyday operations - resulting in more efficiency and profitability in all areas.”

Congratulations to our 2024 winners, and a big thank you to our sponsors, judging panel, the legend that is Lucy Porter, and all those who attended November's gathering. 

For further information on the 2025 RTIH Innovation Awards, please fill in the below form and we will get back to you asap.