Ross Compton's questions to Maplebear Inc (CART) leadership • Q3 2024
Question
Ross Compton asked about the competitive dynamics of Carrot Ads, particularly how its deep integrations help it win against competitors and what factors lead grocers to choose Instacart as a monetization partner.
Answer
CEO Fidji Simo explained that Carrot Ads' competitive advantage stems from its proven technology, which is refined on Instacart's own large-scale marketplace, and its ability to bring existing ad demand from over 6,000 brands. This creates a powerful virtuous cycle: more retailers on Carrot Ads attract more CPG ad spend, which in turn makes the network more attractive to other retailers. She noted that retailers are choosing Instacart to avoid subscale networks and gain access to a turnkey, high-demand monetization solution.