NEW YORK — Circana today announced a partnership to bring independent, third-party validation to DoorDash's measurement capabilities. Now available to select advertisers for Sponsored Products and Sponsored Brands, the collaboration gives consumer packaged goods brands a trusted, objective view of the true incremental business impact of their advertising on DoorDash.
The partnership addresses a growing need in retail media. With the rise of retail media networks, marketers require standardized measurement frameworks to guide real budget decisions.
Through Circana’s independent measurement approach, DoorDash advertisers can connect media exposure to actual purchase behavior across a broad retail footprint, helping confirm whether advertising creates genuine incremental demand and attracts new buyers.
Reaching shoppers that brands otherwise aren't reaching
New findings from DoorDash measurement illustrate the platform's incremental value. An overlap analysis of buyers of measured brands showed that 76% purchased in store only, 13% purchased on DoorDash only, and 10% purchased through both channels, based on a Circana analysis of buyers of measured brands during an eight-week campaign on DoorDash beginning late last year.
Among the buyers who purchased on DoorDash, 56% bought exclusively on DoorDash. These results provide proof that DoorDash drives incremental demand by reaching shoppers whose brands are not otherwise reaching in store. Early measurement results underscore the value of that incremental reach.
A major beverage company saw $0.59 in incremental sales per household through DoorDash, three times the Circana Beverage Benchmark.
Greater clarity and confidence in media's impact
"As retail media matures, most networks offer incrementality solutions for their own ecosystem, but marketers also need measurement they can compare and contrast across networks," said Lindsay Pullins, senior vice president of Retail Media at Circana. "As a best in class for independent third-party validation, Circana grounds every result in real purchase behavior. This partnership gives Hmarketers a clear, objective view of the incremental sales and new buyer growth their DoorDash investments create."
“At DoorDash, we are investing in measurement solutions that help brands understand the business impact of their media with greater clarity and confidence,” said Katie Daleo, general manager of CPG Ads at DoorDash. “By adding trusted, independent validation from Circana, we are strengthening the value we provide advertisers and helping them further measure what matters most: understanding the DoorDash consumer in the context of total market and contextualizing the impact of their DoorDash investments.”
