DoorDash has landed its most significant update to its advertising platform to date, unveiling new AI-powered tools aimed at enhancing advertising capabilities for businesses, in addition to the acquisition of ad tech platform Symbiosys.

The company has invested US$175 million on the retail media platform, which assists brands in extending their reach into digital channels, including search, social, and display. This acquisition allows

The move is aimed at expanding the delivery service’s offsite advertising capabilities, allowing advertisers to run campaigns across these channels with DoorDash’s closed-loop measurement system. The platform enables brands to reach consumers beyond the DoorDash app, facilitating off-platform sales.

DoorDash, along with Wolt Ads, currently serves over 150,000 advertisers in more than 30 countries. In 2024, the combined entities achieved an annualized advertising revenue run rate exceeding $1 billion. DoorDash has claimed to be the “fastest-growing retail media network in history.”

The newly introduced AI tools for restaurants include features for campaign creation, targeting, and discount management, all based on specific goals, targets, and budgets. Restaurants can now leverage new insights for interest targeting and category share insights through the Ads Manager.

A new Report Builder tool has been introduced, allowing for detailed tracking of marketing spend and insights. Additionally, the Financial Reconciliation feature provides more granular data in financial reporting for merchants.

Brands can also benefit from Sponsored Brand Enhancements, which now include new creative visuals such as video formats and product carousels. Ads Manager Reporting Metrics have been enhanced to offer deeper insights, including Brand Halo Metrics and Video View Metrics.

Sponsored Product Ads are being expanded to global search, enabling brands to reach consumers searching for specific items. This expansion is part of DoorDash’s strategy to enhance its advertising offerings and provide more comprehensive solutions for brands.

VP of Ads at DoorDash, Toby Espinosa, stated, “We’re building the future of local commerce advertising. With new product capabilities, AI-powered tools, and Symbiosys’ offsite reach, businesses of any size can now connect with high-intent consumers seamlessly. Moving forward, every business from local owner-operators to the largest global brands will have the opportunity to grow on DoorDash and beyond with the click of a button.”