Source: Article Archive
Just Eat is converting its order data into a direct advertising channel, letting CPG and restaurant brands target customers across 14 markets based on actual purchase behavior rather than demographic proxies. This mirrors the playbook perfected by Amazon and Instacart—monetizing the unique advantage of knowing what people buy, when, and where—but applied to a platform that captures both pre-purchase intent (search) and post-purchase moments (loyalty). European food delivery platforms are shifting away from margin-based competition toward high-margin ad businesses built on the behavioral data their networks generate.