What changed
Instacart exploring a sale; early talks held with DoorDash and Uber, per press reports
When
Reported October 23, 2026; no agreement yet
Who it affects
Instacart (Maplebear, CART), DoorDash, Uber; brands buying Instacart Ads
What to do
Keep Instacart campaigns running, review contracts and data access terms

Key takeaways

  • Instacart has held early sale talks with DoorDash and Uber, per reports on October 23, 2026; nothing is agreed
  • Instacart Ads and Carrot Ads keep working as normal until any deal closes
  • Export reporting, check contract terms and test other delivery ad networks now

How the Instacart sale story developed

  1. DoorDash talks at $40B to $50B collapse

  2. Instacart adds Uber Eats restaurant delivery

  3. Gopuff joins Carrot Ads network

  4. Reports: early talks with DoorDash and Uber

  5. Shares close about 9% higher

What was reported

The Information reported on October 23 that Instacart, whose parent company trades as Maplebear under the ticker CART, has an investment bank helping it weigh its options and has held preliminary sale discussions with both DoorDash and Uber. Reuters carried the report, noting that discussions were ongoing with no guarantee of a deal. Bloomberg later reported that Uber walked away from its talks, according to TechCrunch, so DoorDash may be the more active party. None of the three companies has confirmed anything: Instacart declined to comment, and Uber and DoorDash did not respond to Reuters.

Investors reacted fast. Instacart shares closed about 9% higher on Friday, while Uber closed down around 3% and DoorDash about 4%, according to Reuters. Instacart's market value was about $12 billion at Thursday's close. The Information said a typical takeover premium of 30% to 40% would put a price near $16 billion to $17 billion, though that is an estimate, not an offer.

Why this is not the first attempt

DoorDash discussed buying Instacart in 2021 at a reported $40 billion to $50 billion valuation. Those talks fell apart, partly over antitrust concerns. Since then both possible buyers have been busy: DoorDash bought Deliveroo and SevenRooms in 2025, and Uber agreed this year to buy Delivery Hero for about $15 billion and ezCater for more than $2 billion. The Information reported that those deals could complicate an Uber bid. Emarketer analyst Zak Stambor told Reuters the current administration has shown more willingness to approve deals, though a buyer might have to sell off parts of the business.

Why advertisers should pay attention

Instacart is not only a delivery app. It sells sponsored product and display ads on its own marketplace, and through Carrot Ads it licenses its ad technology to grocers and partners. Uber already uses Carrot Ads for sponsored grocery placements on Uber Eats, and Instacart offers restaurant delivery powered by Uber Eats in its own app under a 2024 deal. In September, Gopuff joined the Carrot Ads network, which we covered in our Instacart and Gopuff partnership report.

A buyer would gain that ad business, its retailer relationships and its shopper data. That could mean bigger combined reach for grocery and convenience brands, but also changes to ad formats, measurement, minimum spends and data sharing. Nothing has changed today, and any deal would likely take many months and face regulatory review.

What could change for brands, and what will not

Until a deal is signed and closed, Instacart Ads, Carrot Ads and existing contracts keep working as they do now. Possible changes only matter if a sale happens. Based on how past marketplace mergers have played out, these are the areas to watch:

  • Where your ads can appear: a combined network could add DoorDash or Uber surfaces to Instacart campaigns
  • Measurement and reporting: attribution windows and closed-loop sales data may be rebuilt
  • Retailer partners: some grocers may rethink sharing data with a delivery rival's owner
  • Pricing and minimums: auction competition could rise if more advertisers join one network
  • Contracts: annual commitments and upfront deals may include change-of-control terms

Brand checklist while talks continue

  • Keep holiday campaigns live
  • Export Instacart Ads reporting
  • Check change-of-control terms
  • Ask about Carrot Ads placements
  • Benchmark DoorDash and Uber Eats ads

What sellers should do now

There is no reason to pause Instacart spend over an unconfirmed report. The smart move is to protect your data and keep options open, so a deal does not catch your team off guard during the holiday season.

  • Keep holiday Instacart campaigns live and judge them on incremental sales, not the news
  • Export your Instacart Ads reporting history now so you keep your own baseline
  • Read any annual or upfront contract for change-of-control and cancellation terms
  • Ask your Instacart rep how Carrot Ads retailer placements would be handled in a sale
  • Test DoorDash and Uber Eats ad options at small budgets so you have your own benchmarks
  • Review your wider retail media plan so no single network holds too much budget

Where PPC Spider helps

PPC Spider manages Amazon, Walmart and grocery retail media for brands, including campaigns run through our Instacart advertising agency team. Follow updates like this on our retail media news channel, and if you want a second opinion on how your ad budget is split across networks before peak season, start with a free Amazon audit.

Sources

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