The integration aims to meet the needs of a broader range of CPG advertisers in the US

SAN FRANCISCO (April 9, 2025) — Uber Advertising today announced it will leverage Instacart’s Carrot Ads solution in the US to help extend the reach of Uber Eats’ Sponsored Items formats to CPG advertisers of all sizes. The integration aims to provide a broader set of CPG advertisers with access to effective solutions that help them win the digital shelf. 

Beginning this month, CPG advertisers in the US will be able to seamlessly 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,” said 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,” 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.”

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 Instacart’s Carrot Ads solution, which provides platforms and retailers access to Instacart’s ad technology and advertiser demand from more than 7,000 brands. Today, more than 220 retailer banners utilize Carrot Ads to power their retail media businesses and offer ads on their e-commerce sites. 

In addition to benefiting a broader pool of CPG brands, the Instacart Carrot Ads integration will also help enable Uber Advertising’s continued growth 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.