DoorDash Calls for Improved Brand-Building in Commerce Media
· 5h ago · Originally reported by The Drum
DoorDash has expressed the need for commerce media platforms to enhance their capabilities in supporting brand-building efforts, not just driving sales. The company is encouraging the sector to focus on long-term brand growth alongside performance marketing.
Why it matters
This highlights a shift in commerce media from purely transactional advertising to strategies that also foster brand recognition and loyalty, which could reshape how retailers and advertisers approach digital campaigns.
Explain it like I’m new here
DoorDash wants online shopping ads to help people remember brands, not just make quick sales.
Terms in this story
Commerce media
Commerce media is advertising sold by any business with transaction or shopper data, such as retailers, delivery apps, travel sites, payment companies and banks, not only traditional retailers.
Advertiser
An advertiser is the company, organisation or person that pays to place ads in order to sell products, build a brand, recruit, or spread a message.
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