DoorDash Inc. has started selling restaurant ads that appear atop the search results in its app, as companies in the largely money-losing food-delivery industry dive deeper into advertising to boost revenue.
The company already let marketers pay to run ads offering free delivery or discounts, as well as banner ads, but hadn’t offered ads above its search results before it began testing the tool earlier this year.
DoorDash has also built an ad platform that lets restaurants purchase the placements via a bidding system without the help of an ad-sales person. The restaurants pay for sponsored listings only if users click through the ads and make orders. The self-serve system is designed to help local restaurants boost their brands, DoorDash said.