The news: DoorDash’s acquisition spree continued with its $175 million purchase of ad tech firm Symbiosis.

The deal will expand the company’s offsite capabilities, enabling advertisers to run campaigns across search, social and display channels that are integrated with DoorDash’s closed-loop measurement system.

DoorDash’s pitch: The acquisition will help make DoorDash’s ad platform—now a $1 billion business—a more attractive proposition to advertisers who are increasingly demanding more from their retail media partners.

To drive that message home, DoorDash also announced a host of ad updates—many AI-powered—to make it easier for brands to set up and manage their campaigns and attract users’ attention. The new features include:

• AI Tooling for Campaigns, Targeting, and Discounts: DoorDash Ads will create customized campaigns for restaurants based on their goals, targets, and budget.
• Sponsored Brand Enhancements: Brands can tap into new visuals including video formats, display images, and product carousels to engage app users.
• Sponsored Product Ads for Global Search: Brands will be able to reach consumers searching for specific items.

Other enhancements include more detailed reporting capabilities and deeper insights into ad performance—welcome additions for advertisers clamoring for transparency and more sophisticated measurement tools.

Our take: DoorDash’s Symbiosis acquisition and ad updates should help the company attract bigger brands and retailers to its ad platform—especially as demand for its core delivery services remains healthy.