DoorDash, a global leader in local commerce, has announced its most significant advertising platform upgrade to date. The company is rolling out a robust suite of AI-powered advertising tools and has acquired Symbiosys—a next-generation retail media platform—to enable offsite ad campaigns across search, social, and display. With these updates, DoorDash is building a smarter, more scalable, and transparent advertising ecosystem that connects high-intent consumers with advertisers both on and off its platform.
Now used by over 150,000 advertisers—including global CPGs, Fortune 500 retailers, and independent restaurants—DoorDash Ads has become the fastest-growing retail media network globally, achieving a $1 billion annualized revenue run rate across 30+ countries.
Updates in DoorDash Ads
1. Empowering SMB Restaurants with AI-Driven Campaign Tools
- AI Campaign Automation: Restaurant owners can now input their business goals, and DoorDash’s AI engine will build customized ad campaigns that align with their budget and objectives.
- Interest Targeting & Category Share Insights: Restaurants can analyze customer engagement by category to refine their niche and increase visibility in competitive food segments.
- Advanced Report Builder: Users can track spending, analyze marketing ROI, and view custom insights across channels for better campaign management.
- Granular Financial Reconciliation: Detailed marketing spend reports now enable easier financial tracking and reconciliation for merchants.
2. New Capabilities for Brands to Scale Visibility
- Sponsored Brand Ad Enhancements: Brands can now feature rich media formats—such as product carousels, video content, and display creatives—within the DoorDash app.
- Enhanced Reporting Metrics: Brands gain access to deep performance insights, including:
- Brand Halo Metrics: Measures extended engagement beyond the initial click.
- Video View Metrics: Tracks user interactions with video creatives to refine ad strategies.
- Expansion of Sponsored Product Ads in Global Search: Brands can now surface products when users search across various categories like Alcohol and Retail, increasing discoverability and purchase intent.
3. Extending Reach Beyond the DoorDash App
- Symbiosys Acquisition ($175M): DoorDash’s purchase of Symbiosys extends its ad platform beyond in-app placements to external digital touchpoints.
- Omnichannel Campaigns: Symbiosys enables advertisers to run campaigns across:
- Search Engines
- Social Media
- Display Networks
- Closed-Loop Attribution: Integration with DoorDash’s measurement tools ensures advertisers receive transparent reporting on consumer behavior, engagement, and conversions—whether inside or outside the platform.
DoorDash’s latest investment in its advertising platform signifies a pivotal shift in the retail media landscape. By merging in-app innovations with offsite capabilities through the Symbiosys acquisition, the company is equipping businesses—from local eateries to multinational brands—with the tools to engage consumers across every digital touchpoint. With scalable AI, deeper insights, and broader reach, DoorDash Ads is redefining performance marketing for the next era of local commerce.
