Delivery Hero set to open app to third-party advertisers

delivery heroDelivery Hero, the German multinational online food-delivery service which operates in over 50 countries including in Europe, Asia, Latin America and the Middle East, is opening its app to advertisers as part of a strategy to finally turn a profit.

The company, which has also expanded beyond food and delivers small grocery orders in under an hour, processed 791 million orders in the third quarter of 2021, a year-on-year growth of 52%.

However, despite being launched in 2011, profitability remains elusive, and the company is now targeting adspend as a way of boosting its coffers.

Perhaps unsurprisingly, data science its at the heart of the business, and it recently turned to Google Analytics and BigQuery to pair the right users with the right data access, make use of real-time insights, and improve customer recommendations.

The strategy is designed to improve data access between the firm’s different business units, with the aim of advancing its machine learning capabilities.

It has also recently established a global data team is to make Delivery Hero’s data globally and universally accessible and useful. A Data Streams system, built on AWS, is essentially a real time messaging platform that allows all of Delivery Hero’s different entities to exchange key information in real-time. In total, its data hub operates 174 data sets, 5,000 tables and 7 million queries a month.

Now Delivery Hero chief financial officer Emmanuel Thomassin says the firm wants to better leverage its platform to grow ad sales to “fuel the profit line.”

In addition, the company is launching trials of a buy now, pay later (BNPL) service in the Middle East and North Africa.

The BNPL sector has seen impressive growth over the past 18 months, Thomassin is confident that it could lead to increased basket spend and more frequent orders, insisting “there’s a lot of benefit for offering that kind of service”.

The company partners with more than 500,000 restaurants and claims to have the largest food delivery network outside of China.

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