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10/17/2022

DoorDash provides CPG brands with self-serve ads

Dan Berthiaume
Senior Editor, Technology
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DoorDash
DoorDash is expanding its services for advertisers.

DoorDash is introducing new self-serve ad solutions designed to give its CPG partners more flexibility and options.

The on-demand delivery platform’s new self-serve ad products include a CPG ads manager, third-party partnerships with Pacvue and Flywheel, and API integrations.

The self-serve platform for the existing DoorDash Ads Manager solution enables advertisers to directly activate, manage and measure Sponsored Product ads on DoorDash. Sponsored Products are item-level placements that connect DoorDash consumers with brands being sold on the platform.

DoorDash is also now providing CPG brands with access to DoorDash ads through third-party platforms Pacvue—an enterprise software solution for advertisers, and Flywheel—a white-glove, full-service digital commerce agency. 

In addition, the company is introducing an option for CPGs to build on the DoorDash API and manage ads in-house. PepsiCo is one of the first DoorDash partners to integrate its DoorDash API into its own proprietary Ads Management Platform. 

Furthermore, DoorDash is introducing three new capabilities for its CPG partners to gain access to and manage their DoorDash ads however they choose:

  • Collections help consumers discover products with ads appearing on curated aisles across multiple stores.
  • Categories enable brands can boost products at the top of category results, like snacks or drinks, as consumers are browsing.
  •  Search permits brands to capture high-intent consumers searching for products by appearing at the top of DoorDash’s search results. 

According to DoorDash, the Collections, Categories, and Search features allow its advertisers to connect with consumers at every point across their path to purchase. 

“As we continue to build the ad platform for local, our goal is to connect every store, and brand within each store to every local consumer,” said Toby Espinosa, VP, DoorDash Ads. “Ads on DoorDash continue to be a trusted way for consumers to discover new businesses and products that are relevant to them for every shopping occasion. With today’s news, we’re excited to bring digital ads to brands of all sizes with innovative and flexible solutions.”

Instacart serves CPG advertisers
Chief DoorDash rival Instacart has been expanding its capabilities as a platform for CPG advertising for the past two years. In May 2020, the company rolled out a self-serve ad service called Instacart Ads which brands and agencies can use to purchase search ads, set goals and advertising budgets, and manage bidding.

And in October 2021, Instacart collaborated with e-commerce marketing platform CommerceIQ on an offering called CIQ Advertising for Instacart. The service, which includes an API integration, enables CPG brands to obtain real-time visibility across all their campaigns on the Instacart Ads self-serve ad platform, as well as leverage CommerceIQ artificial intelligence (AI) capabilities to automatically optimize Featured Product ads on Instacart in bulk.

In January 2022, the company released a collection of advertiser solutions, including brand pages and a suite of display applications designed to maximize brand reach and consumer awareness for CPG brands.

Most recently, in May 2022, the on-demand delivery platform released two new interactive advertising solutions: shoppable video ads and enhanced shoppable display ads.

DoorDash operates in a total of 27 countries, including the U.S., making the company one of the largest online food delivery providers in the world outside of China.