Instacart has taken another significant step in retail media measurement by expanding its accreditation from the Media Rating Council. The company, which has established itself as the leading grocery technology provider in North America, announced that the accreditation now extends to Carrot Ads, its white label advertising technology used by retailers across the United States and Canada. The development allows advertisers to receive verified insights across a much larger footprint that spans both Instacarts own marketplace and a wide network of ecommerce partners.
With this expansion, the MRC has officially accredited metrics including impressions, clicks, click through rate and viewable impressions for several different ad formats such as Sponsored Product, Display, Shoppable Display and Shoppable Video. This applies not only within Instacarts core platform but also across retailer sites and apps supported by Carrot Ads on desktop, mobile web and mobile app environments. The advancement gives advertisers consistent measurement standards across campaigns that are increasingly spread across different shopping surfaces.
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Carrot Ads has become an important technology for retailers wanting to grow their digital media capabilities. The offering currently supports more than 240 ecommerce partners, giving them access to Instacarts media technology, its robust reporting tools and the demand created by thousands of consumer packaged goods companies. Well known brands including Hy Vee, Sprouts, Thrive Market and Uber Eats rely on Carrot Ads to provide measurable advertising performance across their online shopping experiences. The system also enables brands to extend campaigns they are running on Instacart to partner surfaces without complicating activation or reporting.
Ali Miller, General Manager of Advertising at Instacart, emphasized how important trusted results are as brands navigate diverse retail media networks. Miller said, “As advertisers are navigating a fragmented retail media landscape, consistent, trustworthy measurement is more important than ever. We were proud to be one of the first retail media networks to receive MRC accreditation last year. Now, we’ve expanded MRC accreditation to Carrot Ads so brands can confidentially invest across our ads ecosystem with accredited measurement on Carrot Ads as well as Marketplace ad placements.”
Instacart originally achieved MRC accreditation in 2024 for specific measurement capabilities tied to Marketplace ad formats. To achieve this expansion, the company underwent an independent review to demonstrate that data methodology and performance outcomes across Carrot Ads meet the rigorous rules set by the council. The completed audit confirms Instacarts alignment with standards that ensure transparency, accountability and consistent validation of digital advertising performance.
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George W. Ivie, Executive Director and CEO of the Media Rating Council, recognized the significance of this accomplishment. He stated, “We congratulate Instacart on achieving the important milestone of continued accreditation for measurement of the submitted formats, metrics and environments for Marketplace and the expansion of this accreditation to Carrot Ads. This demonstrates Instacart’s commitment to transparency and compliance against industry accepted standards as well as the validity, reliability and effectiveness of these measures.”
Instacart continues to move forward in its strategy to build a unified retail media ecosystem that connects the Marketplace with partner sites, store environments and external media channels. By strengthening verification capabilities, the company aims to give advertisers confidence that their investments are producing measurable outcomes at scale. This newest accreditation expands Instacarts promise to bring clarity, performance and trust to a rapidly growing segment of the media industry.
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