As the retail media landscape expands, advertisers need more precise and reliable ways to reach the consumers who matter most. Across DoorDash, Deliveroo and Wolt, more than 50 million monthly active users shop on our platforms. On DoorDash alone, over 25% of consumers purchase from at least one new vertical category, creating a uniquely dynamic environment where shoppers discover new products and explore new categories outside the restaurant category. To help brands keep pace, we’re investing in targeting solutions that better reflect cross-category shopping behavior and enable advertisers to reach consumers as they expand into new verticals.
In 2025, we’ve expanded the tools that give advertisers greater control and visibility into how they reach consumers. After introducing Dayparting to help optimize spend around peak engagement times, we’re now building on that momentum with two new targeting advancements: Interest Targeting to reach shoppers based on their restaurant ordering behavior and the expansion of Retailer Targeting into Sponsored Products.
Interest Targeting: Reach Shoppers Through DoorDash’s Unique Food Preference Signals
As a global leader in local commerce, DoorDash sits at the center of how consumers explore food, discover new flavors, and develop strong taste preferences. These real ordering behaviors provide insight into what shoppers crave and can help indicate their food preferences outside of restaurant delivery. With more consumers turning to DoorDash for grocery, retail, and convenience items, food-driven intent is becoming an even more powerful indicator of broader shopping behavior.
With Interest Targeting, we translate these insights into actionable audiences using DoorDash’s restaurant ordering and engagement data to identify shoppers who show strong affinity toward specific dishes and food categories. These food-based signals, unique to DoorDash, help advertisers reach consumers who are more likely to engage with and purchase relevant products.
With Interest Targeting, advertisers can:
Connect with consumers through food-based signals, powered by restaurant ordering and engagement data
Engage qualified, high-intent shoppers to drive stronger conversions and maximize media efficiency
Uncover new food-based occasions and activate during tentpole moments to drive high impact and reach high-value shoppers
Interest Targeting is currently in testing for advertisers in the U.S. across Sponsored Products and Sponsored Brands. If you are interested in testing, please contact your DoorDash account representative.
Retailer Targeting: Reach Shoppers Where They Already Buy
Retailer Targeting helps brands reach loyal shoppers at the retailers where their products are sold, offering more control and alignment with their retail strategies. While previously available in Sponsored Brands, Retailer Targeting is now expanding into Sponsored Products, unlocking more flexibility and scale for retail-focused campaigns.
With Retailer Targeting, advertisers can:
Drive sales and engagement with retail-loyal shoppers by delivering high-performing Sponsored Product ads
Activate retailer-specific programs that reinforce shared value with key retail partners
Unlock visibility into retailer performance to gain a competitive edge through self-serve retailer-level reporting. These insights allow advertisers to make more informed decisions, optimize based on retailer performance, and support key retail partnerships.
Retailer Targeting on Sponsored Products is currently available in beta for advertisers in the U.S. If you are interested in testing, please contact your DoorDash account representative.
What’s Next
This launch is part of our broader investment in building a best-in-class retail media platform that supports advertisers from discovery to conversion. In the coming months, we’ll continue to expand targeting capabilities, measurement tools, and automated optimization features to help brands accelerate growth and reach the consumers who matter most.
Get Started
Interest Targeting and the expansion of Retailer Targeting into Sponsored Products will be available for general availability soon within Ads Manager. To prepare for activation or explore how these capabilities can support your brand and retail priorities, contact your DoorDash account representative.
