US food delivery and local commerce platform DoorDash has announced a new collaboration with AI and auction-based retail media infrastructure company Topsort.

The move will see the two companies partner on a retail media advertising exchange.

The partnership said that by combining DoorDash’s reach with Topsort’s AI-driven infrastructure, brands will have an opportunity to scale their retail media investment across an “extensive retail inventory network” that offers efficiency, automation, and real-time data insights.

Advertisers will have access to an integrated network of retailer inventory, with the AI-powered infrastructure supporting them in scaling investment; giving them access to consistent product catalogues and reliable reporting; and centralising various platforms and systems.

They will also have new opportunities through broader reach on DoorDash, with access to proprietary retail media inventory and sponsored products and displays.

As well as this, advertisers will be able to tap real-time insights through the partnership.

“As the leading local commerce platform, DoorDash has built solutions and partnerships that enable businesses to expand their reach, connect with consumers during pivotal moments in-app and offsite, and maximise returns," said Toby Espinosa, VP of ads, DoorDash.

Espinosa went on to say that the new partnership is a natural extension of its existing advertising product suite.

Chief executive of Topsort Regina Ye said that the company's infrastructure is designed to solve legacy media roadblocks, such as fragmented spend, campaign misalignment, inconsistent product catalogues, and unreliable reporting.

“Topsort’s mission is to build the best retail media infrastructure by democratising and innovating the tech of walled gardens, empowering retailers to enable more connections," she said. "Today the ecosystem is siloed, retailers are suffering from lower fill rates, and the exchange helps level that up."

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