Grubhub partners with Koddi and Rokt to grow its marketing platform with new ad placements

Grubhub recently announced that it is expanding how merchants and brands can use its platform as an advertising channel, in partnership with retail and commerce media platform Koddi. Through the new partnership , Grubhub ads will now allow merchants to place and manage their listings on the homepage, search results, and cuisine category pages, providing better visibility to attract more customers during the ordering journey.

Unlike Grubhub’s current sponsored listings, which are managed for merchants as part of the Premium marketing package, these new advertising placements empower all partners to customize the frequency, placement, and targeting of their ads, regardless of their marketing tier. 

“Grubhub is a valuable marketing channel for merchants to grow their sales and reach our tens of millions of customers. We’re excited to expand the services we provide our partners to include greater advertising capabilities,” said Adam Krueger, director of merchant ads and engagement at Grubhub. “With ads, merchants can get in front of customers at critical moments of purchase intent to boost sales and achieve their business goals. Koddi’s tailored advertising solution has already resulted in our partners seeing higher conversions from impressions to sales.”

Koddi highlights that the partnership equips Grubhub merchants with advanced tools, including bid automation, precise targeting, and detailed performance analytics. Merchants can also access critical insights, such as share of voice, time live, and return on ad spend (ROAS) across different audience segments, enhancing their advertising strategies.

“Since our earliest days in 2004, Grubhub’s mission has been to help connect consumers to nearby merchants, while giving these merchants a platform to grow their businesses. We’ve done this through our Grubhub Marketplace, which is a marketing platform at its core that gives our more than 375,000 merchant partners access to tens of millions of consumers across the country looking for takeout. We provide our merchant partners with a variety of marketing packages to choose from depending on their business goals, and they only pay when they generate orders on our Marketplace. Today, we’re expanding how merchants and brands can use Grubhub as an advertising channel,” Grubhub said in a blog post announcing the partnership.

Grubhub is also partnered with eCommerce company Rokt to introduce advertisements that will be displayed on the confirmation pages of its website once an order is completed. This initiative aims to enhance the customer experience by providing relevant promotions at the moment of purchase.

“Through Rokt’s AI technology, brands can showcase relevant and non-intrusive offers to Grubhub’s customers at a time when they are highly engaged (post-checkout) with offers that range from cash back and rewards to fitness memberships, video, music and audio subscriptions, and more,” Grubhub said.

According to eMarketer, global ad spending on retail media is projected to reach $140 billion this year. Grubhub is positioning itself as the newest player in the food delivery sector to tap into this lucrative advertising market. The company will compete for ad revenue against established rivals like Uber Eats and DoorDash, both of which have already developed significant advertising operations targeting restaurants.