Ibotta operates the Ibotta Performance Network (IPN), a digital promotions platform that connects consumer packaged goods brands with consumers through a network of retailers and digital publishers. The platform enables CPG brands to create and execute targeted digital promotion campaigns, source exclusive offers to consumers through direct-to-consumer properties and white-label publisher integrations (including partnerships with major retailers like Walmart and Instacart), and leverage purchase data and analytics for campaign optimization. Ibotta generates revenue primarily through fee-per-redemption commissions on CPG promotions, supplemented by fixed fees for advertising placements, data licensing, and affiliate network revenue from retailer cash back programs.