Chris Rogers, chief business officer of Instacart, said brands’ existing ad budgets for Instacart can be extended to include Thrive Market. Ad campaigns can also be targeted to only run on Thrive Market. Regarding optionality, campaigns can be run either manually or through a self-serve platform that shows brand metrics like attributed sales or return on ad spend.

Rogers said that advertisers will also be able to use Instacart’s broader swath of grocery data to personalize and target ads.

“Because of our scale, we have a deep understanding of how consumers shop for groceries across the entire journey—that means we have all the knowledge to show relevant products at the right time to high-intent customers,” he said.