Vroom Delivery has teamed up with Instacart to bring the Instacart Carrot Ads retail media network to its customer base of 3,500 convenience stores nationwide.

Carrot Ads is a retail media solution from Instacart that enables partners to “build or grow their own retail media businesses.” It extends Instacart ad technology to help monetize digital storefronts, apps and other owned commerce channels, the company said.

Vroom Delivery said its convenience retailers across the U.S. will have access to Instacart’s advertising technology, including sponsored product and display ads from manufacturers.

“Vroom Delivery’s partnership with Instacart expands its efforts to help small- and medium-sized convenience retailers tap into advertising demand. With this new integration, over 7,500 brand advertisers participating in the Instacart Ads ecosystem will soon be able to extend their Instacart campaigns to Vroom Delivery’s network of convenience store retailers, helping to drive discovery and create more personalized product recommendations,” Instacart said.

“We’re committed to helping local convenience stores compete in the fast-growing world of e-commerce,” said John Nelson, CEO of Vroom Delivery. “It was important for us to partner with a company that not only has proven technology, but also the expertise to move fast. By integrating Instacart Carrot Ads, we’re making industry-leading retail media accessible and scalable for convenience retailers of all sizes.”

In other recent Vroom news, EG America partnered with Vroom in July to offer its guests online ordering and delivery. Vroom is managing EG America’s third-party marketplaces, including DoorDash, Uber Eats and Grubhub.

C-stores are uniquely positioned to utilize retail media networks, which can drive sales and reinforce brand loyalty. Read more about RMN in the October 2024 issue of NACS Magazine feature “Revving Up With Retail Media Networks.”