Instacart extends display ads to convenience stores with Vroom Delivery
Instacart is expanding access to its display advertising platform beyond the grocery vertical.
The grocery technology company is partnering with convenience store e-commerce platform Vroom Delivery to bring its Carrot Ads platform to Vroom Delivery’s network of 3,500 convenience stores nationwide.
As a result, Vroom Delivery’s convenience retailers across the U.S. will have access to Instacart advertising technology. This includes Carrot Ads, which brings Instacart advertising technology and capabilities to retailers’ owned and operated e-commerce sites, with monetization options including revenue share models.
“Retail media is evolving quickly, and Vroom Delivery’s decision to adopt Carrot Ads is a testament to the strength of our ad technology,” said Alice Luong, senior director of e-commerce and retail media at Instacart. “We’re building Carrot Ads to be the most advanced retail media solution in the industry – designed to help e-comm partners move quickly and unlock the full potential of retail media.”
Instacart began offering CPG brands targeted access to its customers in October 2021 and launched a self-service search ad platform in 2020. Vroom Delivery retailers will also have access to Instacart’s suite of display ads and sponsored product ads designed to complement brand pages that appear throughout the shopping journey on Instacart.
[READ MORE: Instacart delivers increased ad targeting capabilities]
Through this partnership, Vroom Delivery’s convenience store partners will join the Instacart Ads ecosystem and more than 7,500 participating brand advertisers will soon be able to extend their Instacart campaigns to Vroom Delivery’s network of convenience store retailers.
“We’re committed to helping local convenience stores compete in the fast-growing world of e-commerce,” said John Nelson, CEO of Vroom Delivery. “It was important for us to partner with a company that not only has proven technology, but also the expertise to move fast. By integrating Instacart Carrot Ads, we’re making industry-leading retail media accessible and scalable for convenience retailers of all sizes.”
San Francisco-based Instacart partners with more than 1,800 national, regional and local retail banners to facilitate online shopping, delivery and pickup services from nearly 100,000 stores across North America.
Vroom Delivery is an e-commerce platform specializing in convenience and liquor store retail serving 3,500 stores across the U.S. and helping offer local delivery to customers.
