DoorDash Ads today announced it has earned incrementality certification from the Alliance for Audited Media (AAM), alongside new research with Circana and Ipsos MMA on how DoorDash advertising drives incremental sales and should be measured. The announcements were unveiled at SHOWCASE, a retail and commerce media upfront event in New York.
“Brands are under more pressure than ever to show what media is truly driving growth,” said Toby Espinosa, VP of Ads at DoorDash. “DoorDash Ads helps brands reach consumers when they are ready to buy and gives them clearer ways to measure whether those campaigns are bringing in new customers and generating incremental sales. That matters as brands make investment decisions for 2027.”
Incrementality Certification from the Alliance for Audited Media (AAM): DoorDash Ads is among the first commerce media platforms with this emerging standard for accountable measurement. The certification reflects an independent review of DoorDash Ads' first-party incrementality measurement and reporting for Sponsored Products and Sponsored Brands, including its methodology, data governance, causal testing framework, metric calculations, and customer disclosures. Now advertisers have greater transparency into how DoorDash Ads measures the impact of their campaigns, helping them move beyond attributed performance to understand the incremental growth created.
New Partnership with Circana: DoorDash Ads and Circana are partnering to give CPG advertisers independent, household-level validation of the incremental sales and new-buyer growth generated by Sponsored Products and Sponsored Brands. A household-level lift study found that a major beverage company's media spend on DoorDash drove $0.59 in incremental in-store sales per household. This is three times the beverage category benchmark, with 56% of buyers through DoorDash being net-new reach the brand wasn't getting in-store. Read more here.
New Research with Ipsos MMA: Spanning six national quick-service restaurant advertisers, the research examined how DoorDash advertising should be represented in Marketing Mix Models and found that campaign orders, not impressions or clicks, were the most reliable input for capturing DoorDash's contribution to sales. The study also found that, across the six brands, an average of 42% of DoorDash’s modeled effect carried into the following week, indicating that its impact on sales is concentrated in the week of exposure and reflecting its role as a fast-converting channel. Read more here.
To learn more and explore the new measurement tools, visit DoorDash Ads.
