The likely combination of DoorDash and Instacart’s media networks would create an irresistible advertising business for CPGs and retailers, possibly only eclipsed by those of Amazon and Walmart.
DoorDash has agreed to buy Instacart for about $17 billion, the companies announced Thursday. If approved by regulators, this would unify the two media networks under the same parent company, if not merge them outright.
According to the companies, brands would gain a “scaled alternative” for reaching customers online.
“The combined reach and cross-selling opportunities across different categories will be a win for advertisers who are always seeking scaled platforms to earn the best return on ad spend,” DoorDash said in a separate third-quarter earnings release.
