DoorDash Ads Boosts CPG Shopper Reach With New Targeting Solutions
DoorDash Ads is building onto its audience targeting toolbox with several enhanced and new options to help CPG brands reach more shoppers.
The company on Feb. 17 unveiled the new solutions: Interest Targeting, Retailer Targeting with Sponsored Products, and the Audience Reach Estimator. All three are designed to provide advertisers with more control and clearer insights into how they engage consumers.
More than 50 million active users shop DoorDash and its Deliveroo and Wolt platforms. On DoorDash alone, more than 25% of consumers buy from at least one new vertical category. The result is an environment where shoppers can explore and discover new products outside the restaurant category.
In 2025, DoorDash introduced a new tool in its Ad Manager, Dayparting. Dayparting lets advertisers optimize their spend around peak engagement times — such as messaging that runs in the evenings to reach consumers who want something to satisfy late-night cravings.
Now, DoorDash is building on optimizing audience reach through three new tools.
Also read: DoorDash Ads Expands Targeting, Measurement Tools for CPG Brands
Interest Targeting
DoorDash first unveiled Interest Targeting in January. The solution leverages restaurant ordering behaviors to pinpoint consumers who show preferences for specific dishes and food categories. By analyzing users' frequent orders — such as a particular menu item — CPG brands in turn can take that data to reach receptive audiences.
To further assist advertisers, DoorDash offers an Interest Insights Report, which details how a brand performs across different dish segments. The enhanced data makes it easier for brands to identify which interests are most likely to result in conversion, allowing them to prioritize that.
Interest Targeting also can uncover new food-related opportunities that brands can activate during key moments to drive impact and reach.
Retailer Targeting
Retailer Targeting is expanding its reach from Sponsored Brands to include Sponsored Products. This helps brands to better connect with loyal customers at the stores where their products are sold. This expansion allows advertisers to:
Use Sponsored Products ads to boost sales and engagement among shoppers loyal to specific retailers.
Strengthen retailer relationships with targeted, retailer-specific campaigns.
Gain performance insights through self-serve, retailer-level reporting, which allows for more data-informed choices and stronger support for key retail partnerships.
Audience Reach Estimator
Advertisers can launch campaigns with enhanced reach and precision through the Audience Reach Estimator tool, which instantly displays potential audience size.
