Advertisers Gain Access to DoorDash Ads via Criteo Partnership

What's Happening?

A new partnership between Criteo and DoorDash allows advertisers to purchase ads on DoorDash through Criteo's platform. This multi-year agreement positions Criteo as an extension of DoorDash's U.S. ad sales team, enabling brands to access a wide range of ad inventory, including onsite display, sponsored products, and video ads. The partnership is designed to enhance DoorDash's existing adtech stack without replacing current relationships. Criteo, known for its extensive network of retail media participants, aims to leverage this partnership to connect more brands and retailers with delivery services.

Why It's Important?

This partnership is crucial for both Criteo and DoorDash as it enhances their capabilities in the burgeoning retail media sector. For DoorDash, which has rapidly grown its ad business since 2021, the collaboration with Criteo provides a significant boost in reaching consumers effectively. For advertisers, the partnership offers a streamlined approach to accessing DoorDash's ad inventory, potentially increasing their reach and engagement with consumers. This development underscores the growing importance of delivery platforms in the retail media ecosystem, as they become key players in connecting brands with consumers.

What's Next?

As the partnership unfolds, both companies are expected to introduce new tools and reporting capabilities to further enhance ad performance and measurement. DoorDash's recent rollout of new campaign tools and measurement standards, such as Ghost Ads, indicates a commitment to providing advertisers with better insights into ad effectiveness. The success of this partnership could influence other delivery and retail platforms to explore similar collaborations, potentially reshaping the retail media landscape.