May 12, 2025
Advantage Marketing Partners (AMP) and Instacart have established a new joint business partnership designed to maximize return on investment for CPG clients utilizing the expanding retail media platform offering by Instacart.
The strategic alliance provides our clients with enhanced benefits that deliver significant value beyond standard platform offerings, positioning the commerce marketing company as a premier partner in the online grocery segment of retail media.
Client Benefits
This partnership comes with several benefits for clients, including:
- Early access to pilot programs and beta testing opportunities, allowing brands to experiment with emerging tactics before wider market availability
- The Advantage team will have quarterly business reviews with senior leaders and monthly status updates and advanced learning and development planning for maximized platform expertise.
- Inclusion in the Instacart preferred partner program
The collaboration builds on existing momentum between the two companies, with our team members participating in specialized training and certification programs offered by Instacart to support platform expertise across the commerce team.
Doug Grumet, EVP, Media, Intelligence & Innovation, emphasized the value this move brings to clients. “Our partnership with Instacart represents a significant step forward in delivering enhanced value and strategic growth opportunities for our CPG clients. By offering early access to pilot programs, comprehensive management support, and premium platform features, we are ensuring our clients are equipped with the most advanced tools and insights to thrive in an increasingly competitive retail media landscape.”
“CPG brands today can be overwhelmed with the number of retail media networks to advertise with, which is why we’re hyper-focused on creating highly-performant solutions that propel their business forward. We’ve created a one-stop advertising platform that enables brands to extend their ads across the entire Instacart Ads ecosystem – whether that’s on our Marketplace, in-store on our Caper Carts, or on the 220+ partner sites powered by our ad technology,” said Suzanne Skop, Senior Director of Agency Partnerships at Instacart. “We’re excited to bring more benefits to AMP clients and help them better connect with omnichannel customers.”
