As retail media moves from side business to centerpiece, big brands are prioritizing measurement and efficiency to cement the channel as a mature budget item. Retail media will grow almost 20% this year (19.4%) to reach $58.79 billion, according to EMARKETER's September 2025 forecast. In recent earnings calls, tech leaders described a channel that is now about solid data, AI-driven relevance, and reshaping how advertisers reach shoppers.

Airbnb and Instacart plan to launch a pilot program that would enable guests in select cities to order grocery delivery before and during their stays, per Bloomberg. The partnership is a win-win, offering Airbnb the chance to improve the guest experience, and giving Instacart an opportunity to expand its reach and boost ad revenues. As competition between delivery platforms heats up, deals like these are poised to become more common as companies look for new ways to win over customers.

Convenience continues to outweigh cost savings for many shoppers, driving strong growth across the grocery delivery market. Instacart led the sector in Q3 with a 14% increase in orders and a 10% rise in gross transaction value, while Uber and DoorDash also posted solid gains. As online grocery adoption accelerates, Instacart is doubling down on affordability through price parity and loyalty integrations to counter economic pressures. Convenience remains a powerful growth driver, but its durability will depend on how effectively delivery platforms balance ease with value as consumers grow more price-conscious.

This benchmark covers how ad buyers can calibrate their retail media ad spending and budget allocations against the market, and how publishers and solution providers can assess whether their ad revenues align with industry trends.

Instacart has launched a new suite of AI-powered tools aimed at helping grocers deliver more personalized and efficient shopping experiences both in-store and online. The rollout includes features like Cart Assistant for customized recommendations, Store View for real-time shelf monitoring, and Agentic Analytics for data-driven insights. Instacart’s bet is that the more it can use emerging technologies to simplify life for both grocery shoppers and retailers, the stickier its platform will become.

Kroger and Uber are joining forces to expand their audiences and attract more incremental spending. Kroger customers will be able to order restaurant delivery—fulfilled by Uber—from the grocer’s website and app. Starting next year, Uber Eats users will be able to order groceries from Kroger’s 2,600-plus stores. Partnering with third-party delivery platforms offers pure-play grocers such as Kroger an opportunity to level the playing field with mass competitors like Walmart and Amazon. Deals like the one between Kroger and Uber will likely become more common as retailers look to reach high-intent shoppers and delivery platforms race to keep their competitors at bay.

OpenAI introduced a wide swath of app integrations for ChatGPT, pushing the generative AI (genAI) chatbot toward super app status. Spotify, Booking.com, Zillow, Canva, Figma, and Expedia are now all part of the ChatGPT experience. Brands should start treating ChatGPT like a search engine, app store, and marketplace all in one. Marketers should create and tag their content so it can surface naturally in ChatGPT responses. Generative engine optimization (GEO) strategies include structuring content and product copy with mini headlines and using concrete language over abstract phrasing to boost appearances in output.

OpenAI is now allowing users to connect to select third-party apps within the ChatGPT interface. The integrations expand the chatbot’s utility while encouraging users to spend more time within the platform. Consumers may not yet be willing to make transactions within ChatGPT, but they are open to its recommendations. ChatGPT’s integrations with Expedia and Booking.com could transform how people approach trip planning, all while siphoning more traffic from Google—and familiarizing users with the idea of making more purchasing decisions with the help of AI.

In five years, Instacart’s retail media network (RMN) has transformed from a simple performance engine into a full-funnel, end-to-end marketing ecosystem.

United Airlines teamed up with Instacart to give its loyalty program members sweetened perks like free grocery delivery and bonus miles. The $0 delivery fee—what United calls a first for an airline—applies on orders placed just before, during, or shortly after a domestic flight. Loyalty program participants can also earn miles for setting up new Instacart+ memberships and for linking their United and Instacart accounts.The United-Instacart collaboration is more than just a marketing tie-up. It shows how companies are responding to the desire for more flexible loyalty programs and sets the stage for more cross-industry ties among retailers, travel companies, and other industries.

AI shopping assistants are boosting discovery and personalization, but trust issues and fulfillment challenges could limit their impact on channel migration.

DoorDash unveiled a host of features designed to make its services stickier for both businesses and customers. DoorDash’s fulfillment updates position the platform as a stronger partner for the many retailers trying to keep pace with Amazon and Walmart on delivery speed. At the same time, the company’s latest features show the pressures of competing with Uber and Instacart, both of which are adding more retailers to their platforms while courting customers with broader perks.

Amazon’s push into fresh grocery delivery is more of an opportunity than a threat for Instacart, according to CEO Chris Roger. But while Instacart is right to see enterprise opportunities from chains worried about Amazon’s grocery expansion, it is also vulnerable to the retailer’s encroachment on its turf and similar efforts from Uber, DoorDash, and Walmart.

Pinterest is making a bigger push for CPG dollars with its latest ad format. The company is introducing “where to buy” links to make standard product image ads shoppable, allowing CPG advertisers to direct shoppers to preferred retailers where items are in stock and receive valuable purchase intent data. Pinterest’s play could prove profitable as CPGs invest in marketing to win over wary consumers. The company’s young user base, ability to inspire consumers to take action, and increasing role in product discovery all position it to benefit as advertisers focus on channels most likely to drive sales.

A leaked Adweek-reviewed file details how The Trade Desk partners with 49 retailers worldwide to sell ad placements built on shopper data. The document reveals steep markups and inconsistent rules: Albertsons charges up to 45% of media costs, Best Buy limits custom audiences, Costco sets $100K minimums, and Walmart imposes fees capped at $3.50 CPMs plus measurement charges. Other retailers add restrictions around ad categories or approvals. The leak highlights both the value and complexity of retail media as brands chase audience targeting tied directly to transactions. Transparency remains a challenge, with costs and conditions varying widely by partner.

Amazon is expanding same-day delivery for fresh groceries to over 1,000 US cities, with plans to reach 2,300 by late 2025. The rollout integrates perishables into its core app for single-cart checkout alongside other goods, offering Prime members free delivery on orders over $25. Early pilots saw strong adoption, especially from first-time grocery buyers who shopped more frequently after trying fresh food. The move pressures rivals like Walmart, Instacart, and Kroger in a slowing but sizable $271 billion online grocery market. If Amazon can convert trial users into loyal customers, it could reshape expectations for grocery delivery speed and convenience.

Some high-engagement platforms are still undermonetized—creating opportunities for advertisers to connect with audiences in less-saturated environments.

Pinterest reported a breakout Q2 2025 with $998 million in revenue, up 17% YoY—beating guidance and analyst expectations. Monthly active users hit an all-time high of 578 million, with profitability improving and ARPU rising globally. Gains were driven by GenAI tools like auto-collages, stronger commerce integration via Instacart, and a lean ad tech approach powered by Magnite. Pinterest’s ad business continues to grow steadily, with advertiser spending up and margins expanding to 25%. While still underweight in media plans, Pinterest is proving itself as a differentiated, performance-ready platform with rising traction among Gen Z and global users.

The news: Instacart’s efforts to win over more cost-conscious consumers and its growing suite of enterprise and advertising solutions helped the company handily beat Q2 expectations. Coming on the heels of record quarters for DoorDash and Uber, Instacart’s strong results point to resilient demand for delivery services in an otherwise challenging consumer environment. Instacart’s strong Q2 shows that the company is well-equipped to manage any slowdown in US digital grocery sales—as well as fend off growing competition from Uber and DoorDash. The surge in orders will be particularly reassuring to advertisers, particularly the many CPGs looking to increase marketing spend.

Ad spending on US commerce intermediaries is set to approach $4 billion by 2027, outpacing other nonretail media cohorts. Key players like DoorDash and Instacart are evolving from delivery apps into full-scale media networks, driving performance and reshaping the commerce media landscape.