Instacart announced the launch of its Data Hub on January 6 2026, a privacy‑safe clean‑room platform that lets consumer packaged goods brands and agencies combine their own data with Instacart’s first‑party grocery signals.
The new platform builds on the 2025 Consumer Insights Portal, expanding Instacart’s retail‑media offering and positioning the company as a full‑fledged media network. It gives advertisers granular purchase data, enabling custom audience creation and off‑platform activation and measurement.
Instacart’s network of more than 1,800 retailers and 600,000 shoppers underpins the Data Hub’s value. By tying brands to this network, Instacart can offer higher‑value targeting and more accurate attribution, potentially driving incremental ad spend and higher margins for its advertising segment.
Ali Miller, GM of Advertising, said the Data Hub meets a growing demand for trusted, scalable purchase data and will help brands understand shopper behavior and apply insights to omnichannel campaigns. The launch also signals Instacart’s intent to offset pressure on traditional delivery margins through data monetization.
While the company has not released financial guidance or prior‑period comparisons for the advertising segment, the Data Hub represents a new revenue stream that complements Instacart’s marketplace and enterprise solutions, strengthening its competitive moat.
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