Ep. 127 Katie Daleo, GM of CPG Ads at DoorDash, on Retail Media Innovation and Dish-Level Targeting

Katie Daleo, GM of the CPG ads business at DoorDash, joins the AdTechGod Pod to discuss how retail media is evolving and how DoorDash is helping CPG brands reach consumers in new ways. She shares her journey from Right Media and Unilever to building retail media capabilities at Jet and DoorDash, along with insights into data, targeting, and the future of advertising.

Katie explains how DoorDash uses closed-loop measurement, dish-level targeting, and off-site audience activation to help brands drive performance. She also discusses the growing complexity of retail media networks, why simplification matters for advertisers, and how AI and data will shape the next phase of the ad tech ecosystem.

Takeaways

• Katie Daleo’s career spans early ad tech, CPG brand management, and retail media leadership.
• DoorDash connects CPG brands with consumers using its marketplace and retail media platform.
• Dish-level targeting lets brands reach users based on the meals and cuisines they order.
• Closed-loop measurement allows advertisers to track campaigns directly to purchases on DoorDash.
• Retail media networks must balance simplification with tailored solutions for different brands.
• AI and data analysis are becoming key tools for faster consumer discovery and decision making.
• Strong leadership comes from curiosity, intentional career moves, and understanding personal strengths and gaps.

Chapters

00:00 Introduction to Katie Daleo and the DoorDash CPG ads business

01:00 Katie’s path from Right Media to Unilever and into retail media

04:00 How DoorDash’s retail media platform works for CPG brands

05:18 Dish-level targeting and how brands reach food-affinity audiences

07:25 The role of data science and insights teams in advertising strategy

08:22 Trends shaping retail media and advertising over the next year

10:20 Closed-loop measurement and full-funnel advertising on DoorDash

12:15 AI, consumer discovery, and the future of search and advertising

14:08 Using DoorDash data for off-site advertising campaigns

15:37 Building partnerships and scaling DoorDash retail media

18:16 Leadership lessons and building a successful career in ad tech

Learn more about your ad choices. Visit megaphone.fm/adchoices