The companies have formed a multi-year partnership to funnel demand into DoorDash. For the delivery platform, which has grown into a $1 billion ad business since launching in 2021, the deal means that Criteo will serve as an extension of its U.S. ad sales team, allowing brands and agencies to access DoorDash ad inventory through Criteo’s platform. The inventory includes onsite display, sponsored products, sponsored brand, and video ads, as well as offsite display, search, social, and video ads.
The partnership is additive to DoorDash’s current adtech stack and isn’t replacing any existing relationships, a DoorDash spokesperson said. The companies declined to share when the deal is set to expire.
Criteo currently works with more than 220 retail media networks. Criteo’s technology lets advertisers run campaigns across a large swath of retail websites through a single platform.
“We are the connector of connectors,” said Stephen Howard-Sarin, managing director for retail media, North America, at Criteo. “We bring more retail media participants together than anybody else—more retailers, more brands, and now, more delivery services.”
Each company has the kind of scale that can support growth for the other, making it a good partnership for both sides, Howard-Sarin said. Delivery has become a major growth driver for retail media, with DoorDash, Instacart, and Uber building sizable ad businesses.
“We want to plug into their scale to help grow because brands want to reach the people who are ordering Drano on a Saturday morning, ice cream on a Friday night, or a full rack of groceries during the week,” Howard-Sarin said.
Separately, DoorDash also rolled out new reporting and campaign tools, including category-level share reporting powered by Circana. DoorDash also released a new measurement standard for product listing ads, called Ghost Ads, that it said gives a better view into how ads on DoorDash lead to incremental sales.
