It’s been almost a week since DoorDash officially announced its plans to acquire Instacart — a deal valued at approximately $17 billion.
DoorDash’s takeover of Instacart isn’t expected to wrap until the end of 2027 at the earliest or the first half of 2028 at the latest, but media buyers are already questioning what this could mean for the retail media landscape.
“In the short term, I don’t expect this to meaningfully disrupt the retail media landscape. But longer term, the potential is significant,” said Nik Hengel, vp of analytics at New Engen digital marketing agency.
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