Instacart Ads vs Roundel:Which is more popular?
In September 2026, Roundel had more branded searches than Instacart Ads among retail media networks worldwide. Roundel had about 14,800 branded searches, while Instacart Ads had 1,600. Roundel made up 9.4% of all retail media network searches we track, and Instacart Ads accounted for 1%. When we asked ChatGPT and Google AI Overviews about retail media networks, Roundel appeared in four of the five answers and Instacart Ads in three. Instacart Ads and Roundel were each mentioned first in two of the four answers.
Who do people search for more?
Roundel, about 9 searches for every 1 for Instacart Ads
Who does AI mention more?
Roundel, mentioned in 4 of 5 answers, Instacart Ads in 3
Who does AI recommend more?
Each is named first in 2 of 4 answers.
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Top retail media networks in ChatGPT and Google AI Overviews
In three ChatGPT questions and two Google AI Overviews, Roundel was mentioned in four out of five: in all three ChatGPT answers and in one of the two Google AI Overviews. Instacart Ads was mentioned in three out of five: in all three ChatGPT answers, but not in either of the two Google AI Overviews. Instacart Ads and Roundel were each listed first in two of the four answers.
Most recommended by AI
Brands get a higher ranking if they are mentioned earlier in the answers.
Mentioned by AI
Each dot is one answer, filled in when that answer mentions the brand.
Amazon Ads5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers- Roundel4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
Walmart Connect4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers- Kroger Precision Marketing4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
- Instacart Ads3 of 5Named in 3 of 3 ChatGPT answersNamed in 0 of 2 Google answers
Criteo0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
CitrusAd0 of 5Named in 0 of 3 ChatGPT answersNamed in 0 of 2 Google answers
See every answer about retail media networks
5 answers
Asked ChatGPT
“Which retail media network should I use?”
Asked ChatGPT
“What are the best retail media networks?”
Asked ChatGPT
“What's the best retail media network for an ecommerce advertiser?”
Searched Google, AI Overview
“retail media network”
Searched Google, AI Overview
“sponsored product ads”
Brands are shown in the order each answer named them. The survey took place in the United States on October 21, 2026.
Is Instacart Ads or Roundel more popular in search?
This chart shows how often people search Google for Instacart Ads and Roundel by name. Each line represents a brand's share of searches for all seven retail media networks we track, month by month, from English-language searches worldwide.
Share of searches by month for Roundel, Instacart Ads. The figures are in the table below the chart.
View monthly share of searches table
| Month | Amazon Ads | Criteo | Roundel | Walmart Connect | Instacart Ads | CitrusAd | Kroger Precision Marketing |
|---|---|---|---|---|---|---|---|
| Oct 2025 | 52.3% | 34.4% | 6.8% | 3.7% | 1.1% | 1.4% | 0.33% |
| Nov 2025 | 56.2% | 30.2% | 7.4% | 4% | 0.97% | 0.97% | 0.29% |
| Dec 2025 | 60.3% | 26.5% | 7.9% | 3.5% | 1% | 0.47% | 0.25% |
| Jan 2026 | 51.1% | 33.5% | 8.1% | 4.4% | 1.6% | 0.88% | 0.32% |
| Feb 2026 | 49.9% | 32.7% | 8% | 4.3% | 4.3% | 0.47% | 0.32% |
| Mar 2026 | 54.7% | 29.5% | 8.8% | 4.8% | 1.4% | 0.43% | 0.35% |
| Apr 2026 | 51.3% | 33.7% | 8.2% | 4.5% | 1.6% | 0.4% | 0.33% |
| May 2026 | 55.6% | 30.1% | 7.3% | 4.9% | 1.4% | 0.44% | 0.29% |
| Jun 2026 | 51.7% | 34% | 6.8% | 5.5% | 1.3% | 0.4% | 0.33% |
| Jul 2026 | 52.3% | 34.5% | 6.9% | 4.6% | 1.1% | 0.33% | 0.33% |
| Aug 2026 | 55.7% | 30.1% | 7.3% | 4.9% | 1.2% | 0.36% | 0.44% |
| Sep 2026 | 58.7% | 26% | 9.4% | 4.2% | 1% | 0.31% | 0.31% |
How has the Instacart Ads and Roundel comparison changed over the last 12 months?
3 findings
- Roundel was ahead of Instacart Ads in every measured month of the 12 months ending September 2026.
- Across the 12 months ending September 2026, Instacart Ads’ share of searches among retail media networks worldwide moved from 1.1% to 1%, and its estimated monthly branded searches moved from 1.9K to 1.6K.
- Across the 12 months ending September 2026, Roundel’s share of searches among retail media networks worldwide moved from 6.8% to 9.4%, and its estimated monthly branded searches moved from 12.1K to 14.8K.
How did search popularity change for retail media networks worldwide in September 2026?
2 changes
In September 2026, Roundel gained share of searches among retail media networks worldwide, from 7.3% to 9.4%.
Estimated monthly branded searches for Instacart Ads worldwide fell 15.8% over 12 measured months, from 1.9K to 1.6K in September 2026.
How are branded searches counted?
2 search terms
Brandwave collects information about searches that people make online using Instacart Ads’ and Roundel’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.
Instacart Ads
1 branded search term
- instacart ads
Roundel
1 branded search term
- roundel
Other head-to-heads among retail media networks
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