Thrive Market Partners with Instacart to Launch Retail Media Network

Online grocery retailer Thrive Market has teamed up with Instacart to launch a retail media network aimed at helping brands connect more effectively with shoppers, the companies announced this week.

Through this partnership, Thrive Market will utilize Instacart’s Carrot Ads platform, enabling advertisers to create and manage personalized, targeted advertising campaigns aimed at Thrive’s over 1.5 million members.

“Our new partnership will provide brands of all sizes with a robust advertising platform to connect directly with Thrive Market’s engaged audience,” stated Instacart Chief Business Officer Chris Rogers.

Advertisers will be able to design campaigns specifically tailored to Thrive’s health-and-wellness-focused shoppers, along with accessing self-service tools for managing and monitoring their campaigns, including sponsored product ads.

Courtesy of Instacart

Thrive Market is renowned for offering better-for-you products from emerging consumer packaged goods (CPG) brands, including Ghia non-alcoholic alternative beverages, Goodles mac & cheese, and Biena chickpea snacks. The complete suite of Carrot Ads capabilities will be rolled out in the coming months, according to the companies.

This retail media network is expected to benefit not only Thrive’s customers but also advertisers. CMO April Lane remarked, “This partnership redefines how our members can discover products that meet their family’s needs, reducing cognitive load and simplifying shopping with Instacart’s Carrot Ads Solution.”

Retail media networks have gained significant traction in recent years as grocers and other retailers seek to diversify their revenue streams. For instance, Walmart recently reported a 30% growth in its Walmart Connect retail media platform, which has quickly become a substantial revenue driver for the company.

“Retail media has emerged as one of the advertising industry’s fastest-growing channels, thanks to its performance for advertisers and personalization for consumers,” added Rogers.

Founded in 2014, Thrive Market is a membership-based retailer that offers a curated selection of organic and non-GMO products, tailored to various diets and lifestyles. Meanwhile, San Francisco-based Instacart expanded its services beyond online grocery shopping in March 2022 with the launch of Carrot Ads, extending its advertising reach to retailers’ own channels.