An example of Retail Media Consolidation happening: Instacart + Gopuff.
By Melissa Burdick · September 23, 2026 · Curated by George's Blog
An example of Retail Media Consolidation happening: Instacart + Gopuff.
Brands want to reach more — and more incremental — shoppers. But they can't keep buying a new RMN every time one launches.
Consolidation of the buying layer makes this possible.
The other interesting piece is incrementality.
Gopuff has been called the "king of late night," with substantial volume after 5 p.m. and usage when traditional stores are closed. Its audience also skews young, 18–34.
Brands are increasingly asking: Does adding another retail media network give me another place to reach the same shopper — or access to a genuinely different consumer or occasion?
The goal isn't more RMNs. It's more incremental moments without more complexity.
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