DoorDash Acquires Instacart for $17 Billion to Bolster Advertising Business
· 5d ago · Originally reported by AdExchanger
DoorDash has officially acquired Instacart in a $17 billion deal, with industry analysts suggesting the primary motivation is to combine and strengthen their advertising businesses. The merger is expected to create a more competitive retail media platform by leveraging both companies' ad tech capabilities.
Why it matters
This deal highlights the growing importance of retail media and digital advertising revenue for delivery platforms, as they seek to diversify beyond logistics and capitalize on first-party data.
Explain it like I’m new here
It's like two big delivery companies teaming up so they can sell more ads to brands, not just deliver groceries.
The deal
DoorDash → Instacart · acquisition · announced · $17B
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Read the original at AdExchanger
Terms in this story
Creative
A creative is the actual ad content a person sees or hears, such as an image, video, audio spot, HTML5 animation or native text, delivered into an ad slot.
Retail media
Retail media is advertising sold by retailers, on their own websites, apps and stores or elsewhere using their shopper data, letting brands reach customers close to the point of purchase.
Ad tech
Ad tech is the software and infrastructure that decides which ad appears where, buys and sells that ad space, delivers the ad, and measures what happened afterwards.
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