Future Commerce | Episode 487: DoorDash’s Ads Chief on Planning for Moments Over Audiences

DoorDash shoppers come to the app with a need, not a shopping list, and that makes them unusually loyal and unusually open to discovery. Katie Daleo, General Manager of CPG Ads at DoorDash, joins Phillip and Alicia to talk about how brands can plan for moments instead of audiences, why DoorDash pursued Alliance for Audited Media incrementality certification, and what changes when commerce media is measured on orders and intent instead of impressions.

Plus, we dig into the newly launched Brand Center, which turns what Dashers see on the shelf into real-time availability and substitution data, why brand and performance marketing are converging again, and why Katie sees DoorDash as “local commerce at scale.”