The news: DoorDash announced new ad formats and features as it looks to fashion itself as a global commerce media platform.

They include:

• Spotlight ad format, a premium homepage placement that helps brands and restaurants increase discovery at key moments of intent
• Clean room measurement via a new Live Ramp partnership, allowing advertisers to match their data to DoorDash’s to boost campaign reach and impact
• Enhanced functionality for smart campaigns, which now also support “buy one, get one free” promotions and automatically manage targeting, discounts, and campaign limits
• Auto-bidding with minimum return on ad spend (ROAS), which helps CPG advertisers optimize bids in real time while targeting specific returns

The strategy: DoorDash is counting on its global reach to drive more advertising interest from larger brands. Its Wolt and Deliveroo acquisitions make it a more valuable partner for brands like PepsiCo seeking to reach customers in multiple markets. That capability is not unique, however. Uber Ads’ reach extends across more than 40 countries, while Instacart is also pushing overseas. DoorDash also touted its ability to reach high-intent consumers who are “ready to buy,” vice president of ads Toby Espinosa said in the press release, which he contended makes DoorDash Ads a “fundamentally different opportunity for advertisers than most platforms can offer.”

So far, advertisers appear to be receptive to that pitch. The company’s ad business is performing well, CEO Tony Xu said in early May, mainly because it is “cracking the code” on delivering the best ROAS without compromising the customer experience. We expect the company to be the eighth-fastest-growing ad platform this year, although outsize growth is to be expected for the relatively young DoorDash ads business compared with other commerce media networks.

Implications for commerce media: Like most commerce media networks, DoorDash is still working to prove its value to advertisers, who need assurances that their ad buys are driving customer acquisition and incremental spending. The latest ad features may not fully address those concerns, but they show how the company is addressing advertisers’ key sticking points and make its platform more attractive to larger brands.