Instacart has broadened its Media Rating Council accreditation to include its Carrot Ads white‑label advertising platform, covering sponsored product, display, shoppable display, and shoppable video ads across the Instacart Marketplace and more than 240 partner e‑commerce sites.
The new accreditation delivers third‑party verified metrics for impressions, clicks, click‑through rate, and viewable impressions, and applies to desktop, mobile web, and mobile app environments in the United States and Canada.
Carrot Ads powers retail media for over 240 e‑commerce partners; extending accredited measurement to those partners gives advertisers reliable, transparent data across a wide network of retail‑media surfaces.
Instacart first received MRC accreditation in 2024 for its Marketplace placements. The expansion signals a deeper commitment to measurement and positions Instacart more favorably against competitors such as Amazon Advertising and Walmart Connect.
The move is expected to attract additional brand partners and increase advertising revenue. Instacart’s advertising revenue grew 11% year‑over‑year to $246 million in Q3 2024 and is projected to reach $1.45 billion in 2025, underscoring a strong growth trajectory.
Ali Miller, General Manager of Advertising, said, "As advertisers navigate a fragmented retail‑media landscape, consistent, trustworthy measurement is more important than ever. Expanding MRC accreditation to Carrot Ads gives brands confidence to invest across our ecosystem with accredited measurement on both Marketplace and partner sites."
The accreditation also reflects Instacart’s broader strategy to scale its white‑label technology and deepen relationships with e‑commerce partners, potentially driving higher ad spend and reinforcing its position as a credible retail‑media network.
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