- Circana
- 6 minutes ago
- 3 min read
CHICAGO and NEW YORK — Sept. 2, 2026 — Circana LLC, a leader in turning consumer data into growth, and DoorDash, a global leader in local commerce, 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 (CPG) brands a trusted, objective view of the true incremental business impact of their advertising on DoorDash.
Why Independent Measurement Matters
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.
How DoorDash Reaches Incremental Buyers
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.* 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.
"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 marketers 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.”
*Based on Circana analysis of buyers of measured brands during an eight-week campaign on DoorDash, between 11/10/25 and 1/4/2026 in the U.S.
About Circana
Circana is a leader in providing technology, AI, and data to fast-moving consumer packaged goods companies, durables manufacturers, and retailers seeking to optimize their businesses. Circana’s predictive analytics and technology empower clients to measure their market share, understand the underlying consumer behavior driving it, and accelerate their growth. Circana’s Liquid Data® technology platform is powered by an expansive, high-quality data set and intelligent algorithms trained on six decades of domain expertise. With Circana, clients can take immediate action to future-proof and evolve their growth strategies amid an increasingly complex, fast-paced, and ever-changing economy. Learn more at circana.com.
About DoorDash
DoorDash (NASDAQ: DASH) is one of the world's leading local commerce platforms that helps businesses of all kinds grow and innovate, connects consumers to the best of their neighborhoods, and gives people fast, flexible ways to earn. Since its founding in 2013, DoorDash has expanded to more than 40 countries, using technology and logistics to shape the future of local commerce and broaden access to opportunity. With a growing international presence that now includes Deliveroo and Wolt, DoorDash combines global scale with local expertise to serve communities around the world.
Circana Media Contact
Shelley Hughes
Email: shelley.hughes@circana.com
DoorDash Media Contact
