Grubhub has rolled out a set of new technologies to improve and expand advertising capabilities for merchants on its platform.

The new AI-powered technology, developed by retail commerce media company Koddi, gives Grubhub's merchants access a variety of tools including bid automation, advanced targeting, and granular performance reporting.

These tools aim to enable merchants to make data driven decisions and optimise their campaigns performance in real time, with the new services allowing them to gain insights into key performance metrics such as share of voice, time live, and return on ad spend by audience segment.

The technology supports more than 10 audience parameters, enabling broader engagement to a wider customer base and allowing merchants to present tailored options customised according to clients’ behaviour and preferences.

Adam Krueger, director of merchant ads and engagement at Grubhub, emphasised the importance of ads for merchant growth.

“With ads, merchants can get in front of customers at critical moments of purchase intent to boost sales and achieve their business goals,” he said. “Koddi’s tailored advertising solution has already resulted in our partners seeing higher conversions from impressions to sales.”

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