Deliveroo to roll out new advertising platform

Deliveroo has announced the launch of a new advertising platform.

From next month, brands can advertise across the food and grocery delivery company's app, website, social media, and email campaigns.

Deliveroo, which currently operates across 11 markets, 170,000 restaurants, and around 13,000 grocers, has plans to include advertising on its order tracker page, with new formats to be introduced over the next few months, as well as sponsored search listings.

Currently partners of Deliveroo can have sponsored positioning of restaurant or grocery partners. Now, the company said, consumer FMCG brands the opportunity to advertise to "millions of customers".

“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,” said Eric French, chief operating officer, Deliveroo. “Deliveroo has over eight 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."

The company said that advertising revenue will play an important role in driving profitability. It aims see its adjusted EBITDA margin increase 4 per cent by 2026, with further potential beyond 2026.

The tech firm's 'Deliveroo Media and Ecommerce' platform is to launch in the UK first before rolling out to the other 10 global markets.

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