iFood, the Brazilian food-delivery giant controlled by Amsterdam-based Prosus, has acquired Advolve, an artificial intelligence marketing company, to accelerate the growth of its digital advertising business. The move aligns with Prosus’s strategy to increase its footprint in retail-media, a fast-growing segment where brands target consumers inside e-commerce platforms.
iFood launched its ads unit in 2021 to help restaurants and retailers promote offers directly to users scrolling through the app. It now works with more than 230 advertisers and has extended its reach into external ad networks. Advolve’s technology automatically produces multiple versions of adverts and tests them in real time, allowing brands to customise promotions for iFood’s 60 million monthly customers more quickly and efficiently.
Prosus first backed Advolve in early 2025 and later connected the startup with portfolio companies to test the product in live campaigns. Gains in sales performance convinced iFood to proceed with a full takeover. Prosus chairman Koos Bekker continues to back high-growth digital platforms across food delivery, payments and e-commerce, with iFood remaining its strongest asset in Latin America where it commands more than 80 percent of Brazil’s market.
