Retail Media Insights · Sensor Tower · October 2026
Special Delivery: Inside Retail Media on the Top Delivery Platforms
This year, each delivery network carved out its own lane. Instacart pulled away in scale, restaurants dominated at Grubhub and Uber, and the #1 advertiser overall wasn't a food brand at all. Here's how advertisers approached delivery retail media in 2026.
Instacart Took the Lead in Delivery Retail Media
Over the past three years, Instacart has emerged as the clear leader in delivery retail media, overtaking Grubhub following a period of rapid growth. In 2026 YTD, Instacart accounted for nearly half (49%) of all delivery retail media impressions, up from 24% over the same period in 2024. Grubhub's share fell to 13% by 2026.
DoorDash ranked #2 in 2026 YTD with 28% of impressions and the largest advertiser base (496 brands vs. 306 on Instacart). Despite hosting fewer advertisers, Instacart generated significantly more impressions, suggesting that brands advertising on the platform were running larger campaigns on average.
Each Delivery Retailer Carved Out Its Own Lane
Each delivery retailer attracted a distinct mix of advertisers in 2026 YTD. Grubhub was the most restaurant-focused, with 88% of impressions coming from Fast Food & Fast Casual advertisers. The same category accounted for nearly half of Uber's impressions (48%), with McDonald's ranking as the #1 advertiser on both RMNs.
Instacart's activity centered on CPG brands, led by Food Items (47%) and Beverages (18%), while other top categories included Pet Food, Hair Care, and Household Cleaning. DoorDash had the most balanced mix, with no category exceeding 22% of impressions in 2026 YTD. Credit Cards claimed 16% of impressions, driven by Chase's partnership offering DashPass to eligible cardholders.
Facebook and Instagram Anchored Every Retailer’s Channel Mix
Facebook and Instagram captured the majority of impressions across delivery RMNs in 2026 YTD, including 87% of activity on Grubhub and 77% of activity on Instacart.
Uber executed the most diversified channel mix, including the largest allocations to TikTok (11%) and YouTube (13%). TikTok activity was led by Jersey Mike’s, who promoted a free sub offer, while YouTube was led by McDonald’s ads highlighting Uber’s McDelivery partnership.
Advertisers Tapped Delivery RMNs for More Than Food Delivery
Advertisers used delivery RMNs to promote far more than restaurant meals in 2026 YTD. In fact, the top overall advertiser across the four networks was Chase, driven by its DoorDash partnership offering complimentary DashPass with eligible credit cards.
CPG brands often positioned delivery as an easy solution for everyday and last-minute needs, like having Tums delivered by Uber Eats. Pantene encouraged shoppers to "sit back and relax" while ordering Hair Care through Instacart.
Retail partnerships expanded the delivery occasion even further, with DoorDash highlighting Urban Outfitters delivery and Instacart promoting access to Lowe’s.
Restaurant advertisers, led by McDonald’s, often used retail media to promote free menu items and discounts.
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