DoorDash’s new ad platform features offer advanced targeting, insights, and offsite media tools, helping businesses connect with consumers and drive growth.
DoorDash’s double shot of new capabilities looks to offer enterprise restaurant marketers and CPG brands better ways to connect with its millions of consumers — and the first-party shopping data that the delivery platform controls.
Ads Manager for Enterprise Restaurants includes advanced targeting capabilities, marketing insights, new promos, and collaborative marketing functionality aimed at regional marketing teams and franchisees. After looking into customer ordering habits, likelihood of spend, and data around basket size, restaurants can optimize their campaigns by targeting consumers based on daypart and frequency via the new platform, which has been used by more than 150 businesses.
DoorDash also added new features to its ad platform, launched three years ago, with CPG marketers in mind. The platform has made new high-visibility placements on the storefront and category pages widely available, helping CPG brands highlight seasonal moments, introduce new products, and amplify promotions.
The ad platform now offers advertisers offsite media, helping them reach consumers across search engines, programmatic displays, and social media platforms with campaigns powered by DoorDash’s first-party data. Liquor brands Proper No. Twelve, 1800, and Jose Cuervo have used its offsite capabilities and seen incremental brand lift. Offsite ad spending is forecast to grow by over 27% in 2025 in the U.S., per data cited by the brand — a boon for media networks, but not one without its controversies.
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DoorDash’s new ad capabilities come from competitors, including Instacart and Uber, who work with tech platforms and agencies to improve their ad offerings. Last month, Gopuff launched several new in-app, in-bag, and off-platform advertising capabilities to help brands connect with Gen Z and millennial consumers.
DoorDash’s revenue increased 23% year over year to $2.6 billion in Q2, beating Wall Street’s expectations. The company will announce its third-quarter results on Oct. 30.
