Omnichannel expansion: DoorDash has rolled out new omnichannel ad solutions to help CPG partners and enterprise restaurants engage its 37 million active monthly users. The new offerings include offsite capabilities, Sponsored Brands for CPG, and a partnership with Skai to enhance advertising flexibility.

Why it matters: The features leverage first-party data to optimize campaigns across various platforms, providing more ways for brands to connect with ready-to-buy consumers.

• Offsite ad spending in the U.S. is forecasted to grow by over 27% in 2025.

• Sponsored Brands for CPG enables curated product discovery in new places for consumers.

The big picture: DoorDash's ad platform has evolved since its launch three years ago, now offering Ads Manager for Enterprise Restaurants. The tool is largely "self-serve", and includes advanced targeting, marketing insights, new promos, and collaborative marketing functionality.

• Over 150 businesses, including Chipotle, Sweetgreen, and BJ’s Restaurant and Brewhouse, have used the platform, as reported by Marketing Dive.

• The platform allows restaurants to optimize campaigns based on customer ordering habits and data around basket size.

Competitive market: DoorDash historically relied on smaller restaurants for advertising, but is now expanding its focus in order to keep up. Competitors like Instacart and Uber are also enhancing their ad offerings to attract brands. Instacart introduced shoppable ads on YouTube and partnered with Google Shopping Ads and Roku, while Uber's ad business achieved a $1 billion annual run rate, with grocery and retail ad spend tripling year over year. The success of DoorDash's new media offerings will largely depend on the platform's ultimate marketplace size and scope, as it continues to add various retailers.