Commerce platform DoorDash (NASDAQ: DASH) on Wednesday announced its largest advertising platform update to date, introducing AI-driven tools and acquiring ad tech firm Symbiosys in a USD175m deal to enhance off-platform advertising capabilities. The expansion marks a major step in DoorDash's strategy to strengthen its global retail media business and deliver deeper insights and performance tools for advertisers.

Currently serving over 150,000 advertisers across 30+ countries, DoorDash and Wolt Ads have reached an annualized ad revenue run rate exceeding USD1bn in 2024-positioning the company as one of the fastest-growing retail media networks globally.

The platform update includes AI tools that automate campaign creation and optimization for restaurants, interest-based targeting, enhanced performance metrics and financial reconciliation features. Brands benefit from upgraded Sponsored Brand formats, detailed in-app and video engagement analytics, and expanded Sponsored Product Ads within high-intent search categories like alcohol and retail.

The Symbiosys acquisition brings offsite advertising capabilities across search, social and display, integrated with DoorDash's closed-loop attribution system. This move enables advertisers to extend their reach beyond the DoorDash app with unified tracking and control, aiming to drive incremental sales and boost marketing ROI.

DoorDash's investment reflects its ambition to be a dominant player in global retail media, supporting local and enterprise businesses with scalable ad solutions on and off its platform.