Symbiosys

Symbiosys operates as a next-generation retail media platform, recently acquired by DoorDash in a deal valued at $175 million. Founded in 2022 by Bashar Kachachi, a former advertising executive from Google and Microsoft, the company is strategically positioned within the burgeoning retail media market. Kachachi's extensive background, which includes leading product management for Google's Search Ads 360 and Display & Video 360, directly informs the company's mission to enhance the collaboration between retailers and brands.

The firm's core business revolves around enabling retailers and consumer brands to jointly manage and fund off-site advertising campaigns on platforms like Google and Instagram. This is accomplished through a proprietary collaborative bidding technology that allows both parties to pool resources for ad buys, leveraging the retailer's first-party sales data for targeting and measurement. This model provides brands with a transparent way to drive traffic to retail partner websites and helps retailers scale their media networks by extending their reach beyond their own digital properties. Symbiosys provides its clients, which have included Best Buy, Chewy, and DoorDash itself prior to the acquisition, with real-time analytics and reporting to measure campaign performance based on both online and in-store sales data.

The company's leadership team includes seasoned professionals from the ad tech industry, such as President John Roswech, who was part of the executive team at HookLogic before its acquisition by Criteo. Before its acquisition, Symbiosys had raised a total of $11.5 million, including a $9 million Series A round led by venture capital firm Fuse. Following the acquisition by DoorDash in June 2025, Symbiosys will continue to operate under its own name, integrating its offsite advertising tools to expand the capabilities of the DoorDash Ads platform.

Keywords: retail media platform, collaborative advertising, ad tech, performance marketing, off-site advertising, retail media networks, first-party data, collaborative bidding, digital advertising, customer acquisition, brand-retailer collaboration, Bashar Kachachi, DoorDash acquisition, e-commerce advertising, search advertising, social media advertising, CPG brands, digital channels, ad campaign management, sales data analytics