Circana and DoorDash partner on CPG ad measurement validation

Circana LLC and DoorDash (NASDAQ: DASH) announced a partnership to provide third-party measurement validation for CPG brands advertising on DoorDash, according to a press release issued Sept. 2, 2026.

The collaboration is available to select advertisers using DoorDash's Sponsored Products and Sponsored Brands ad formats. It uses Circana's measurement tools to connect media exposure to purchase behavior, with the stated goal of determining whether DoorDash advertising generates incremental sales and attracts new buyers.

Circana shared findings from an eight-week campaign analysis conducted between Nov. 10, 2025 and Jan. 4, 2026 in the U.S. The analysis of buyers of measured brands found that 76% purchased in-store only, 13% purchased on DoorDash only, and 10% purchased through both channels. Among buyers who purchased on DoorDash, 56% bought exclusively on the platform.

The release also cited results from an unnamed major beverage company that saw $0.59 in incremental sales per household through DoorDash, which Circana described as three times its Beverage Benchmark figure.

"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.

"By adding trusted, independent validation from Circana, we are strengthening the value we provide advertisers and helping them further measure what matters most," said Katie Daleo, general manager of CPG Ads at DoorDash.

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