Deliveroo Media opens its order tracker to programmatic ads
- Aug 4
- 3 min read
Updated: 5 days ago
On 27 July 2026 Deliveroo Media opened its Order Tracker — the page customers check up to six times per order — to programmatic ads through Google Ad Manager in the UK, France, Italy and the UAE, making one of retail media's highest-attention placements available via major DSPs.
The most-watched screen in food delivery goes open-market
Deliveroo Media has connected its Order Tracker to Google Ad Manager, letting advertisers buy the placement via Programmatic Guaranteed deals through DSPs including Display & Video 360, The Trade Desk and Amazon DSP. It is live in four markets: the UK, France, Italy and the UAE.
The pitch is attention. Deliveroo says customers check the Order Tracker up to six times per order while they wait — a rare pocket of genuinely engaged, repeat-view screen time across a base of 56 million monthly active users.
Why ‘programmatic guaranteed’ is the real story
Retail media has been criticised for being hard to buy — every network its own login, its own rules. By exposing premium inventory through Google Ad Manager, Deliveroo is meeting buyers where their budgets already sit. As Deliveroo's Catalina Salazar put it, the aim is “removing friction between where brands want to buy and where customers show intent.”
Coming next are First Party Audiences and ‘Cuisine Signals’ — real-time contextual targeting based on the food someone is ordering. That's the differentiator: intent data a walled-garden social platform simply can't replicate.
Marketing Minute's read: attention plus intent is the combination to watch
Our take: the Order Tracker is smart inventory because it solves the two things display usually lacks — attention and timing. Someone waiting on a curry is relaxed, repeatedly looking at one screen, and in a spending mindset. That's a better moment than most feed placements.
For UK brands there's also a limited-time incentive: Deliveroo is offering a 20% discount on programmatic campaigns booked between July and September 2026. Treat it as a cheap test, not a land-grab — measure incremental reach against your existing retail-media buys before committing budget.
Quick FAQ
What is the Deliveroo Order Tracker?
The live page customers watch while waiting for a delivery. Deliveroo says it's viewed up to six times per order, making it the platform's highest-attention ad placement.
How can advertisers buy it?
Programmatically via Google Ad Manager as Programmatic Guaranteed deals, accessible through DSPs including DV360, The Trade Desk and Amazon DSP, across the UK, France, Italy and the UAE.
Is there an offer for early advertisers?
Yes — Deliveroo is offering a 20% discount on programmatic campaigns booked between July and September 2026 in those four markets.
— Christie McCormack, Retail & Consumer Editor at Marketing Minute
Deliveroo just made one of the highest-attention screens in UK retail media buyable from the DSPs brands already use — attention plus purchase intent, minus the usual friction.
Would you test a high-attention placement like Deliveroo's Order Tracker — or does your retail-media budget already have a home?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Deliveroo Media, DecisionMarketing, New Digital Age and PPC Land.
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Written by Christie McCormack, Retail & Consumer Editor at Marketing Minute
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