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# Instacart’s smart cart pullback muddies its retail media pitch
- URL: https://www.medianexis.com/instacarts-smart-cart-pullback-muddies-its-retail-media-pitch/
- Published: 2026-10-28T13:40:34.000Z
- Updated: 2026-10-28T13:40:34.000Z
- Description: eMarketer’s Rachel Wolff reports that Instacart’s retreat from its in-store smart cart hardware push complicates the company’s broader retail media strategy, since the devices were meant to anchor in-store ad and data capabilities Instacart has been building to compete with Amazon and Walmart.
- Author: The Signals Desk
- Tags: Retail-media, Rachel Wolff, eMarketer: Instacart's smart cart retreat

*Signal from* [*emarketer.com*](https://emarketer.com/?ref=medianexis.com) *·* [*Rachel Wolff*](https://www.medianexis.com/tag/by-rachel-wolff/) *·* [*read the original*](https://www.emarketer.com/content/instacart-smart-cart-retreat-complicates-retail-media-strategy?ref=medianexis.com)*.*