Deliveroo Media cuts local rate cards 20% as programmatic ads launch in four markets

August 4, 2026 · ppc.land

On July 27, 2026, Deliveroo Media opened its Order Tracker page to programmatic buying for the first time, routing the placement through Google Ad Manager for activation on Display & Video 360, The Trade Desk and Amazon DSP. The Order Tracker, the screen customers see after placing an order, has carried directly negotiated video and display ads since 2023; the programmatic layer adds Programmatic Guaranteed deals on top of that direct-sold business, reserving fixed impression volumes at an agreed price. Deliveroo says customers check the page up to six times per order based on data collected between January and June 2026, turning a single transaction into multiple ad views after checkout. The launch covers the UK, France, Italy and the UAE, a small share of the more than 40 countries where Deliveroo Media operates, and follows sister brand Wolt, which opened its own in-app inventory to programmatic buyers through Koddi in Germany on May 19, 2026.

Agencies can now activate Order Tracker inventory directly from DSPs they already use for other media, adding a self-serve route alongside Deliveroo's direct sales team. A 20% discount off local rate cards applies to programmatic bookings made between July and September 2026 in the four launch markets, open to agencies and non-endemic advertisers whose products fall outside food and grocery. Two features due in coming months, First Party Audiences and Cuisine Signals, will let programmatic buyers target Deliveroo's own audience segments and match creative to the type of food ordered; the announcement describes both as exclusive to the programmatic channel, a capability that could push future budgets toward programmatic as the discount window closes at the end of September.