A few years ago, if someone mentioned Uber or Instacart in a marketing meeting, it was probably about delivery speed or gig economy logistics. Today, those same names are causing ripples in an entirely different space — advertising. And not just any kind of advertising, but something far more powerful and profitable: retail media integration, also called commerce media integration.
What started as convenience-focused apps have now morphed into serious players in the advertising world. Their latest move? A deeper partnership that merges their advertising engines. Specifically, Uber is integrating Instacart’s Carrot Ads platform into its own ecosystem. On the surface, it might just seem like two companies syncing up. But in reality, it’s a big deal for how brands — especially CPGs — can now advertise smarter, not harder.
What makes this partnership so powerful
Let’s break it down. Uber already had a growing advertising division that was working with some of the biggest brands around. Instacart, on the other hand, has its Carrot Ads platform running on the backend for over 7,000 brands and more than 220 retail banners.
By bringing these two ad engines together, they’re creating a new kind of value for CPG advertisers. Now, brands can set up sponsored product campaigns that run across Uber Eats’ grocery and retail channels through Instacart’s Ads Manager. What does that mean for marketers? Simpler setups. One dashboard. Better performance data. Smarter ad spending. It’s the kind of commerce media integration that cuts through complexity — and complexity has been one of the biggest headaches in modern digital advertising.
Uber’s platform also now benefits from Instacart’s strengths in measurement. That’s important because any marketer who’s ever tried to justify budget spend knows that good performance tracking is half the battle. When you’re spending across grocery, retail, and delivery all at once, that measurement clarity becomes a game-changer.
The strategy behind the scenes
This wasn’t just about tech. It was a strategic brand play. Uber and Instacart realized that the future of retail media wasn’t going to be siloed — it would live across ecosystems. That’s where they’re ahead. Rather than fighting for attention in their own corners, they’ve decided to merge forces and offer a full-funnel solution for advertisers.
And it’s already working. Uber reported a 20% revenue boost in Q4 2024, with its advertising division tracking toward over $1 billion in revenue. Those aren’t side hustle numbers — that’s serious media business growth. The real brilliance, though, lies in the inclusivity of it all. This isn’t just built for big-name brands with seven-figure budgets. The infrastructure is designed to serve CPG advertisers of all sizes.
Whether you’re a household-name cereal brand or a startup selling eco-friendly cleaning products, you’re now able to access the same data-backed ad tools and targeted placements through this growing network. That kind of commerce media integration levels the playing field in a way we haven’t seen before.
What entrepreneurs and marketers can learn from this
There’s a lot more going on here than just an ad tech merger. This is a textbook example of brand evolution. Two delivery apps saw a broader opportunity and leaned into it with strategy, timing, and collaboration.
For startups, brands, or solo entrepreneurs — the lesson is clear: the more you can integrate, the more value you create. Uber and Instacart didn’t just bolt on a few ads and call it a day. They invested in aligning their data, tools, and targeting.
That’s what marketers need to think about too. Whether you’re running email campaigns or building out a media kit, your tools should talk to each other. Your insights should sync. Your content should live across platforms in a way that amplifies rather than duplicates.
And if you’re in the CPG world? This is your signal to seriously explore how you show up on platforms like Uber Eats and Instacart. Because retail media integration is no longer a future trend — it’s today’s growth driver. The infrastructure is already built for you to tap into audiences at the moment they’re deciding what to eat, drink, or buy for the home.
The quiet hint of a bigger move
Here’s something worth watching: Uber and Instacart have already collaborated on cross-app ordering. Now, with advertising tied in even more deeply, there’s growing speculation around a potential merger. It hasn’t happened (yet), but it wouldn’t be surprising.
If that day comes, it would mean a new advertising giant is born — one that combines customer data, delivery behavior, grocery patterns, and real-time location trends into one of the richest audience profiles in retail media today. And all of that would sit on top of the retail media integration foundation they’ve already laid down.
Until then, the playbook they’re writing is one of the clearest, smartest marketing strategies in recent memory. Merge capabilities. Focus on access. Build the right tech. Serve every tier of advertiser. And don’t be afraid to redefine what your brand is known for.
Uber used to be a ride app. Instacart used to be for groceries. Now? They might just be the future of digital advertising.
FAQ’s
- Do I need a huge budget to get into retail media integration?
Not at all — smart targeting and platform alignment matter more than ad spend.
- Is retail media integration only for big retailers?
Nope. Even small brands can use it to show up where customers already shop online.
- What’s the real secret behind digital ad success today?
Integration. When your tools, data, and platforms work together, you win.