At DoorDash Ads, we’re committed to helping CPG brands connect with high-intent customers and drive measurable business impact. That’s why we’re excited to introduce four new features that make advertising on DoorDash more effective, efficient, and engaging than ever before.
With innovations across AI-powered bidding, emotionally resonant creatives, data-rich targeting, and high-impact placements, these updates empower advertisers to maximize every dollar and moment in the shopper journey.
Smarter Bidding with Auto-Bidding for Sponsored Products
We're excited to announce the launch of Automatic Bidding for Sponsored Products. This new feature is designed to help advertisers manage their campaigns more efficiently and effectively. Auto-bidding can determine and adjust your bids in real-time, optimizing for more clicks at the lowest possible cost.
This feature is especially helpful for advertisers who cap out early and miss peak hours. Auto-Bidding works at the item level to spend your budget smartly over time—minimizing CPC, maximizing clicks, and adapting to market dynamics such as auction competition, product pricing, and product relevance. The result? Higher attributed sales from winning more ad placements and stronger ROAS from bidding just the right amount – all while maintaining the same level of spend.
For advertisers managing multiple campaigns or who are limited on bandwidth, this is one way to free up time while driving strong performance. Instead of manually checking and adjusting bids throughout the day or week, advertisers can rely on Auto-Bidding to keep their campaigns running efficiently behind the scenes.
From a test with 16 advertisers that ran between 5/24 and 5/30, participating advertisers saw on average a 32% increase in sales and 40% improvement in ROAS compared to manual bidding campaigns over the same period.
In a time when advertisers are expected to do more with less, Auto-Bidding delivers on both efficiency and performance. By taking on the mechanics of bid management, it gives advertisers time back to focus on what really matters: strategy, storytelling, and growth.
Make Your Brand Shine with Rich Media for Sponsored Brands
Sponsored Brands has long been a key product for driving brand awareness on DoorDash. But many advertisers told us they wanted more flexibility - more ways to bring their brand to life, tell a richer story, and create deeper connections with customers.
We’re excited to share that Sponsored Brands now supports display images and video formats (beta), enabling just that. Whether you're amplifying your brand around a seasonal moment, launching a new product, or showcasing what makes your brand shine, these creative tools give you more expressive options than ever before.
We've also made updates in the Ads Manager platform to make the campaign building process easier, including mobile and web previews and cropping tools.
New in our reporting suite is the introduction of brand halo metrics. These allow you to gain deeper insight and measure the full impact of Sponsored Brands ads on the brands you choose to highlight.
If you’ve ever wanted to create a scroll-stopping moment on DoorDash, the new Sponsored Brands format is worth exploring. Check out how brands like poppi are using rich creatives to build awareness and connect with customers.
Reach the Right Shoppers at the Right Time with Dayparting
One of the challenges we've consistently heard from advertisers is this: Our campaigns are capping out before our customers even start shopping. With Dayparting, advertisers now have the tools to better align their spend with the times that matter most.
Now, you can schedule Sponsored Product and Sponsored Brand campaigns to run during specific hours of the day, based on performance patterns or customer behavior. On your dashboard, you’ll now see peak hours for sales and units across your brand and category to plan an effective campaign strategy.
Whether it’s late-night ice cream or a Sunday football moment, Dayparting makes it possible to run more purposeful, efficient campaigns. DoorDash's Dayparting solution targets customers in their local time zone, so your campaign runs when your customers are actually active, no matter where they are.
New budget capout insights and hourly reporting are now also available, to help you identify where your ad dollars are doing the most work so you can adjust accordingly. And if you want to run dayparted-specific creative for Sponsored Brands (think: "Late Night Munchies"), Dayparting gives you the controls to make it happen.
This launch opens up a whole new layer of campaign strategy on DoorDash.
Capture High-Intent Shoppers with Sponsored Products in Global Search
About one in five customers on DoorDash start their journey via Global Search. That’s why we’re excited to introduce it as a new surface for Sponsored Product ads for Alcohol brands.
While many consumers come to DoorDash to explore, there are also those who know exactly what they want — just not where they want to get it from. With Sponsored Products now available in Global Search, brands have the opportunity to appear before the customer has chosen a store, right at the start of their shopping journey.
Whether someone types in “beer,” “wine,” or “seltzers,” Sponsored Products can now show up at the top of those results. It’s a high-intent moment and a valuable opportunity for brands to be discovered more easily.
For now, this placement is available for alcohol advertisers only, but we plan to expand it to additional categories within the year.
This isn’t just a new placement, it’s a chance to be present when and where it matters most. And because every Sponsored Product leads directly to a shoppable page, this surface gives brands a simple, proven way to drive incremental sales — exactly when it matters most.
Ready to Take Your Campaigns to the Next Level?
Whether you’re scaling spend, launching a seasonal campaign, or optimizing for ROAS, these new tools give you more control, insight, and reach.
Get started today in Ads Manager or contact your DoorDash representative to learn more.