Instacart (NASDAQ: CART) announced that retailers can now create and manage advertising campaigns directly within its Ads Manager platform, expanding the self-serve advertising tools previously available only to consumer packaged goods brands.

The grocery technology company reported generating more than $1 billion in advertising and other revenue in 2025. The new retailer-focused suite includes self-serve promotions and off-platform advertising capabilities that launched this week.

Retailers can now create basket-level offers, target consumer segments, and reach shoppers who browse categories but have not purchased from their stores. Campaign performance metrics include redemptions, sales impact, and new customer acquisition, measured through Instacart's data analytics.

"We're excited to expand our Ads solutions to our retail partners with this new suite of capabilities purpose-built to achieve their goals," said Ali Miller, General Manager of Advertising at Instacart.

The Save Mart Companies and Valley Marketplace are among the retailers testing the new advertising tools. Tamara Pattison, Chief Digital Officer at The Save Mart Companies, said the enhanced advertising tools allow the West Coast grocery chain to showcase offerings and promotions.

Instacart also introduced off-platform advertising through partnerships with Meta and other platforms, enabling retailers to extend campaigns beyond the Instacart marketplace to reach consumers across other digital channels.

The company plans to add more advertising capabilities for retailers throughout 2026, including sponsored placements, expanded search and browse discovery options, and participation in curated shopping events.

Instacart partners with more than 2,200 retail banners representing nearly 100,000 stores. The company provides ecommerce, fulfillment, in-store technology, and advertising services to retail partners.