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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.

Pinterest reported a breakout Q2 2025 with $998 million in revenue, up 17% YoY鈥攂eating 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鈥檚 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.

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.

The news: Pinterest is partnering with Instacart to allow advertisers to power their campaigns using the latter鈥檚 first-party data鈥攁 move that will enhance the value of both companies鈥� ad platforms while advancing Pinterest鈥檚 shoppable ambitions. Our take: Pinterest鈥檚 ability to engage the all-important Gen Z cohort, along with its role as a source of inspiration and product discovery, is making it a more strategic asset for brands and retailers. As economic uncertainty drives companies to be more careful with their ad dollars, Pinterest鈥檚 ability to reach audiences at every stage of their customer journey鈥攏ow bolstered by access to Instacart鈥檚 first-party data鈥攑ositions it as an even more valuable partner.

The news: Cannes Lions 2025 marked a shift in retail media strategy, with platforms like Pinterest and Reddit forging deeper ties with retailers. CVS announced a clean room data partnership with Reddit to allow targeting based on shared first-party data, launching a Sensodyne and Advil campaign this fall. Pinterest partnered with Instacart to enable shopping from pins and connect ad exposure to sales via closed-loop attribution. Our take: Social platforms are becoming full-funnel retail media environments. By fusing community context with purchase signals, these integrations aim to blend discovery and commerce in real time鈥攑aving the way for more data-rich, measurable campaigns.

Instacart has launched a new standalone app, Fizz, to help groups plan, purchase, and pay for party snacks and drinks.

Consumers stick with Instacart amid uncertainty: The delivery platform鈥檚 orders jumped 14% in Q1 thanks to its Uber partnership and a lower minimum for Instacart+ members.

Food delivery platforms are in expansion mode: DoorDash, Uber, Instacart, and Wonder are turning to acquisitions and new markets to maintain their momentum.

Advertisers have higher expectations for retail media networks: That鈥檚 fueling a wave of updates from Best Buy, Instacart, and DoorDash.

Instacart adds AI-powered tools for advertisers as ad growth slows: The new features make it easier for brands to create and optimize campaigns.

Instacart projects healthy order growth thanks to Uber partnership, affordability initiatives: But profitability is under pressure as ad growth slows and basket sizes shrink.

Instacart announces slew of partnerships to combat slowing growth: The delivery platform is adding new retail partners and expanding its ad reach.

Why this matters: Instacart currently counts retailers like Aldi, Kroger, Schnucks, Gelson鈥檚, and Hornbacher鈥檚 among its stores using its Caper Cart.

For both Uber and Instacart, their ratio of ad revenues to US sales will be lower than that of Amazon, Walmart, and Target in 2025. While we do not forecast DoorDash鈥檚 ad revenues, the company recently announced its global ad business had reached $1 billion in annualized revenues, likely placing the company in a similar scenario as Uber and Instacart.

Meanwhile, Instacart partnered with Pinterest to make the social platform鈥檚 ads shoppable via Instacart, and creator commerce platform Button launched Creator Media, which allows brands advertising with retail media to connect performance budgets with creators. 3. Commerce media dives deeper with CTV.

Other players like Walgreens, Kroger, Target, Instacart, CVS, and Home Depot impose their own rules, ranging from creative approval requirements to prohibitions on alcohol or pharmaceutical ads.

In fact, both companies will be among the fastest-growing players in digital grocery鈥攐utpacing not only Instacart, but also Walmart and Amazon. This is likely due to the platforms鈥� continued expansion of their services and key partnerships.