Deliveroo opens up platform to third-party advertisers

Takeaway and grocery delivery service Deliveroo is expanding its advertising platform to offer third-party brand owners the chance to target up to 8 million monthly users.

The revamped platform, Deliveroo Media & Ecommerce, is launching next month in the UK before rolling out to other markets globally.

Under the current system, only Deliveroo partners can make use of Deliveroo’s ad services, through sponsored positioning for restaurant or grocery partners. The new platform expands this to FMCG brands with formats such as in-app, social media, and email. Brands will also be able to advertise on Deliveroo’s order tracker page for the first time, alongside sponsored search listings.

The company operates in 11 markets, with over 170,000 restaurants and nearly 13,000 grocers on the platform, and Deliveroo claims the service will connect brands with over 8 million monthly active users.

Deliveroo chief operating officer Eric French said: “Advertising revenue is a small part of Deliveroo’s current model but a big opportunity and a lever the company can pull to increase net revenue.

“Deliveroo has over 8 million monthly active consumers, many of whom are ordering with us on a weekly basis, so we have an engaged and valuable audience for brands to connect with.

“Our new advertising platform will enable restaurant and grocery partners to tell their story emotionally and effectively whilst ensuring Deliveroo customers continue to receive a food-first experience.”

Deliveroo is also working with Criteo, the commerce media company, which will supply the advertising technology and media sales services.

Criteo managing director EMEA Jill Orr said: “This global partnership is our first in a space where marketplaces and quick commerce service the needs of today’s food consumer.

“The scale of the Deliveroo’s addressable audience matched with the boom in its grocery delivery provides a truly unique opportunity for advertisers in the market. Deliveroo has the means to become a giant in the retail media space and we look forward to supporting the business as it embarks on this journey.”