DoorDash Ads Framework Urges Marketers to Look Beyond Reach in Retail Media Choices

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A white paper from DoorDash Ads and MarTech proposes a five-dimension framework to help marketers evaluate retail media network partnerships more rigorously. The framework assesses networks across Scale, Measurement, Activation, Relationship, and Transaction proximity, arguing that raw audience size is an insufficient basis for investment decisions. Purchase intent, outcome measurement, and closeness to the point of purchase are highlighted as more reliable indicators of a network's commercial value. Marketers are advised to define their campaign objective first, then apply a consistent scorecard across candidate networks to make trade-offs visible. The approach is not a universal ranking of retail media networks but a structured method for matching partners to specific campaign goals and data requirements.

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