The news: DoorDash rolled out a series of updates to make it easier for advertisers to purchase inventory and measure campaigns.
- The delivery platform announced a multiyear partnership with Criteo to enable brands and agencies to purchase both on- and off-site ad placements through the latter’s platform.
- DoorDash also introduced reporting and discovery tools for consumer packaged goods (CPG) brands to help them better understand how they compare with competitors and determine whether campaigns drive incremental sales.
A meteoric rise: Despite being a late entrant to the commerce media scene, DoorDash has quickly emerged as an advertising powerhouse. The company was the “fastest in history” to surpass a $1 billion advertising run rate, achieved in 2024, CEO Tony Xu said in August. That figure, however, includes ad spend outside the US.
- Commerce media networks like DoorDash’s—as well as those from fellow intermediaries like Instacart and Uber Eats—are increasingly prized because they let brands (especially CPGs) track performance across merchants, a capability lacking among even the largest retail media networks.
- DoorDash’s new features show that it is intent on monetizing that difference. It now offers category-level share reporting, which uses Circana data to show brands how their DoorDash performance compares with competitors. Catalog Manager tools help ensure consistency in how products are presented to shoppers across retailers.