Grubhub Joins the Commerce Media Club

Food delivery platform Grubhub is expanding its advertising capabilities to create a full-fledged commerce media network in partnership with Koddi.

Through the partnership, Grubhub merchants can now access tools like bid automation, advanced targeting and granular performance reporting, including key performance metrics such as share of voice, time live and return on ad spend broken out by audience segment. Among the enhanced pre-checkout capabilities now available to Grubhub advertisers are:

Automated optimizations that fine-tune budgets, bids and more to drive higher performance, detailed reporting and self-serve campaign creation;
Support for more than 10 audience parameters with millions of possible combinations, enabling precise engagement for new, returned and lapsed customers; and
The ability for advertisers to set pricing minimums for select targeting features, allowing advertisers to maximize the value of Grubhub’s audience data.

“Grubhub is a valuable marketing channel for merchants to grow their sales and reach our tens of millions of customers,” said Adam Krueger, Director of Merchant Ads and Engagement at Grubhub in a statement. “We’re excited to expand the services we provide our partners to include greater advertising capabilities. With ads, merchants can get in front of customers at critical moments of purchase intent to boost sales and achieve their business goals. Koddi’s tailored advertising solution has already resulted in our partners seeing higher conversions, from impressions to sales.”

The meteoric rise of retail media has inspired not just retailers but a whole raft of other businesses to launch their own media networks, drawing on their connections with consumers and commerce systems to introduce a new revenue stream. Along with Grubhub, other entrants to the broader world of “commerce media” include ride-sharing services Uber and Lyft; BNPL solution Klarna; payments provider PayPal; gym chain Planet Fitness; and United Airlines.