--- title: "How DoorDash’s brand affinity powers smarter targeting" url: https://daily.dev/posts/how-doordash-s-brand-affinity-powers-smarter-targeting-y4tbz4ia8 source_url: https://careersatdoordash.com/blog/doordashs-brand-affinity-powers-smarter-targeting type: article source: "Doordash" published: 2026-06-08T20:15:06.233Z updated: 2026-06-08T20:23:18.988Z tags: ["machine-learning", "data-science", "logistic-regression"] reading_time: 9 upvotes: 0 comments: 0 language: en --- > ## Documentation Index > Fetch the complete documentation index at: https://daily.dev/llms.txt > Use this file to discover all available pages before exploring further. # How DoorDash’s brand affinity powers smarter targeting **[Doordash](https://daily.dev/sources/doordash)** · 9 min read · 0 upvotes · 0 comments ## Summary DoorDash built a brand-dish affinity metric to help CPG advertisers identify which consumer segments to target when running ads on new verticals like grocery and convenience stores. The metric uses a log-odds ratio comparing conversion rates inside vs. outside a dish segment, grounded in logistic regression. This approach sits between naive raw CVR ranking and complex ML models — interpretable enough for advertisers to reason about, yet statistically principled with confidence intervals and uncertainty quantification. The system surfaces affinity scores in a self-serve report, enabling advertisers to either concentrate spend on high-affinity segments or craft tailored campaigns for low-affinity segments with growth potential. Future extensions include adjusted affinity controlling for user activity levels and automated segment selection via regularized regression. ## Full article daily.dev links to this article rather than hosting it. Read it at the original source: ## Similar posts on daily.dev - [Bridging Affordability, Familiarity, and Novelty: DoorDash’s LLM-assisted personalization framework](https://daily.dev/posts/bridging-affordability-familiarity-and-novelty-doordash-s-llm-assisted-personalization-framework-szl0rq8ml) · Doordash · 0 upvotes · 0 comments - [When GenAI Meets Personalization: Powering DoorDash’s next-generation homepage experience](https://daily.dev/posts/when-genai-meets-personalization-powering-doordash-s-next-generation-homepage-experience-cep1egbdk) · Doordash · 1 upvotes · 0 comments - [Supercharging DoorDash logistics through causal ML and joint optimization](https://daily.dev/posts/supercharging-doordash-logistics-through-causal-ml-and-joint-optimization-dayt4yydi) · Doordash · 1 upvotes · 0 comments --- Tags: [#machine-learning](https://daily.dev/tags/machine-learning), [#data-science](https://daily.dev/tags/data-science), [#logistic-regression](https://daily.dev/tags/logistic-regression) [View this post on daily.dev](https://daily.dev/posts/how-doordash-s-brand-affinity-powers-smarter-targeting-y4tbz4ia8)