The news: DoorDash added a series of tools to help CPG brands advertise on its platform, including:
DoorDash’s value proposition: With the new tools, CPGs have more ways to drive incremental purchases among DoorDash’s over 25 million monthly active customers.
The bigger picture: While retail media networks have benefited from marketers’ desires to find an alternative to Meta's and Google’s walled gardens and prepare for the cookieless future, most offer a relatively basic set of tools—paid listings, display ads, sponsored search ads—that are limited to the company’s owned channels.
Advertising platforms will have to get much more sophisticated if they want marketers to view them as more than an experiment in cookieless advertising. That’s why DoorDash, along with Lowe’s, Walmart, Drizly, and many others are enhancing their capabilities. Only by offering a more complete set of advertising tools can retail media networks hope to capture more marketing dollars
Go further: Read our latest Analyst Take on the rise of retail media.
This article originally appeared in Insider Intelligence's Retail & Ecommerce Briefing—a daily recap of top stories reshaping the retail industry. Subscribe to have more hard-hitting takeaways delivered to your inbox daily.
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