DoorDash's Toby Espinosa on Commerce Media That Connects National Dollars to Local Demand
From BRAVE COMMERCE by Adweek
February 24, 2026 · 22 min
About this episode
Toby Espinosa discusses DoorDash's retail media network and the integration of local and national marketing strategies.
In this episode of BRAVE COMMERCE, Rachel Tipograph and Sarah Hofstetter speak with Toby Espinosa, VP of Ads at DoorDash. Toby shares how DoorDash built one of the fastest-growing retail media networks, and why the next phase of growth depends on making performance comparable across platforms, partners, and budgets. They unpack the tension between local trade dollars and national media budgets, how CPG organizations split ownership between sales and marketing, and what it takes to unlock both. Toby also explores how AI can accelerate integrations, lower the cost of connecting data, and raise the bar for targeting and outcomes across commerce media. Key takeaways National media budgets scale when incrementality is clear and performance is standardized. The biggest growth unlock comes from aligning trade and media dollars around shared outcomes. Consistent, comparable reporting builds trust and drives long-term investment. Hosted on Acast. See acast.com/privacy for more information.
People in this episode
Hosts: Rachel Tipograph, Sarah Hofstetter
Guest: Toby Espinosa
Topics covered
- commerce media
- retail media networks
- local demand
- national media budgets
- AI in marketing
Keywords
- DoorDash
- commerce media
- retail media
- AI
- marketing budgets
Mentioned in this episode
Organizations: DoorDash, CPG
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