Instacart expands partnership with Uber; delivers for Dierbergs Markets
Instacart is extending the reach of both its advertising and on-demand delivery platforms.
The grocery technology company is building on a partnership to bring restaurant delivery from the Uber Eats subsidiary of Uber to Instacart customers it launched in May 2024 with a new advertising collarboration, and also launching a delivery program with independent grocer Dierbergs Markets.
Highlights of each new partnership follow:
Uber
Uber Advertising will leverage the Instacart Carrot Ads solution in the U.S. in an effort to provide more CPG advertisers with access to shelf-level advertising solutions via its Sponsored Items targeted ad program. Beginning in April 2025, CPG advertisers in the US will be able to target grocery and retail marketplace customers on Uber Eats via the Carrot Ads solution. Globally, Criteo will remain Uber Advertising’s key partner for CPG advertisers across various non-U.S. markets, including Australia, Canada, France, Mexico, and the U.K
"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," said Travis Colvin, GM of grocery & retail at Uber Advertising.
CPG advertisers will be able to create campaigns through Instacart Ads Manager that automatically extend across the Instacart Ads network, which now includes Uber Eats.
Uber Advertising will add 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.
"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," said 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."
Dierbergs Markets
Dierbergs Markets, a 27-store independent grocer headquartered near St. Louis, today is offering same-day delivery in as fast as an hour via a new partnertship with Instacart.
Dierbergs customers can now place same-day delivery orders via the Instacart app and site. The retailer is also deploying the Instacart Carrot Tags pick-to-light solution, which lets order pickers tap an item using the Instacart shopper app on their mobile phone to have the corresponding electronic shelf label (ESL) flash to make it easier to find items on the shelf in its stores.
[READ MORE: Instacart offers full omnichannel experience with in-store platform]
“As a family-run business for more than 170 years, we’re proud to continue evolving with our customers’ needs and preferences,” said Laura Dierberg Padousis, executive VP of Dierbergs Markets. "Instacart has been an exceptional partner as we team up to make life a little easier for our customers. We’re excited to bring the fresh, quality foods and household essentials our customers love right to their doorstep with same day delivery.“
To celebrate the partnership, Dierbergs and Instacart are offering $15 off of orders $50 or more to all customers making a purchase at Dierbergs via the Instacart app.
