Instacart will add Gopuff to its marketplace and run the advertising on Gopuff’s own storefront through Carrot Ads, the retail media platform it already licenses to more than 310 partners. Gopuff will fulfill and deliver those Instacart orders out of its own micro-fulfillment centers in as fast as 15 minutes, so Instacart picks up an instant-delivery assortment without operating any of it. The 9,000-plus brands buying Instacart Ads will be able to extend campaigns onto Gopuff and BevMo!, the beverage retailer Gopuff owns, which has sat on the marketplace for years already. Gopuff’s own ad team will continue selling custom campaigns directly to brands after the integration, meaning Instacart isn’t taking over its whole ad operation. Neither piece is live, and both companies describe the launches only as coming soon.
