Instacart Inc. wants to do more than just deliver your yogurt and snacks—it wants to advertise them, too.

The nine-year-old digital grocery service, which helped shift shoppers from supermarket aisles to smartphones, now is making a push into selling online advertising. It is hiring veterans from

Facebook Inc.

and developing platforms for video and other services, aiming to tap a multibillion-dollar digital advertising business that also is being pursued by

Walmart Inc.


Kroger Co.

––some of its biggest customers.

Fidji Simo,

Instacart’s newly appointed chief executive officer, said, “We have such a big opportunity. The challenge is executing fast enough to capture it.”

Ms. Simo, who spent a decade at Facebook and helped lead its mobile platform, said Instacart’s specialization in groceries can…

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