Key Takeaways:
- DoorDash acquired Symbiosys for $175 million, integrating next‑gen retail media tools.
- Its DoorDash + Wolt Ads platform surpassed a $1 billion annual ad run rate in 2024, the fastest-growing RMN in history across 30+ countries.
- New AI tools auto-build campaigns for SMBs, while enterprises gain video ads, analytics & off-site reach.
Restaurants aren’t just selling meals anymore; they’re running ad campaigns from the same dashboard.
DoorDash recently announced its acquisition of the retail ad startup Symbiosys for $175 million.
It also introduced new advertising tools designed to help restaurants and consumer brands sell more effectively across channels.
This move follows the platform reaching over $1 billion in annualized ad revenue, marking a rapid rise in its ads business just three years after launch.
In a press release, Toby Espinosa said DoorDash aims to let merchants of any size run ads easily.
“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.”
Founded in 2023, Symbiosys enables retailers and advertisers to run campaigns on search and social networks while maintaining access to real-time sales data.
Its self-serve platform connects to retail media networks such as Google, Meta, and TikTok. DoorDash had been one of Symbiosys' earliest clients.
The startup will retain its name and continue working with existing partners, including Best Buy and Chewy.
DoorDash said Symbiosys helps support a growing demand from local merchants and national brands to track and influence purchases outside its app.
Advertisers can now reach customers browsing elsewhere while maintaining performance data through what Symbiosys calls “collaborative bidding.”
This setup allows both retailers and brands to jointly target popular search terms while optimizing for ROI.
From Meals to Marketing
Alongside the deal, DoorDash introduced new features for its ad platform.
Restaurant owners can now launch campaigns by setting goals and a budget, with the platform automatically managing targeting, placement, and promotions.
This approach is designed to serve small businesses that may lack in-house marketing expertise.
Bigger advertisers, on the other hand, can use new formats such as videos and image carousels.
They also gain category-level insights that reveal how shoppers interact with products across searches.
Paid listings are now also integrated into searches for categories like alcohol and retail, helping advertisers appear in relevant results at the right time.
DoorDash's ad platform supports campaigns in over 30 markets, reaching thousands of restaurant partners and retail brands globally.
Our Take: Is DoorDash the Future of Full-Funnel Retail Media?
I see DoorDash making one of the most aggressive moves in retail media. It's evolving from a delivery app into a full-service advertising platform.
With Symbiosys, advertisers can run cross-platform campaigns and track real-time sales.
This goes beyond reach and focuses on owning the full transaction journey.
DoorDash is not just entering retail media; it is changing the rules.
See how DoorDash is building its brand personality in New Zealand with a campaign hero made for screens and streets.
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