Instacart and members of Retailer Owned Food Distributors & Associates (ROFDA) announced that ROFDA wholesalers, representing more than 2,250 stores, will leverage Carrot Ads to power their retail media networks. This partnership enables advertisers to drive sales at thousands of local independent grocers more easily and efficiently, better supporting the communities they serve. Carrot Ads helps retailers and their wholesalers establish and grow their retail media networks on their owned and operated websites and apps.

With Carrot Ads, these wholesalers and their retailers gain direct access to Instacart Ads' expert grocery advertising team, offering tools to monetize their websites and providing valuable data and insights to grow their business and strengthen customer relationships. Initial ROFDA participants include but are not limited to Associated Food Stores, URM Stores, Piggly Wiggly Alabama Distributing Company, Associated Grocers of New England, Associated Grocers of Baton Rouge, and Affiliated Foods Amarillo. Retail media continues to be one of the most effective advertising channels, offering brands closed-loop insights, a highly engaged audience, and a direct path to purchase.

These networks also unlock new revenue streams, improve customer experiences, and build loyalty for retailers and their wholesale partners by making it extremely easy to stand up a retail media business.