Leading fast food brand turns CTV into measurable commerce outcomes with Grubhub, Koddi, and Universal Ads

Connecting premium streaming inventory to incremental orders and revenue on Grubhub

During the final week of a major global sporting event, a leading fast food chain had an opportunity to reach consumers around one of the year’s biggest cultural moments. Rather than viewing TV as an awareness play alone, the brand wanted to understand how premium CTV exposure drove measurable commerce outcomes.

Working with Grubhub, Koddi, and Universal Ads, the fast food chain activated an offsite CTV campaign and measured its impact on Grubhub orders. The campaign reached soccer viewers in Grubhub delivery zip codes with aligned creative messaging to drive conversions. Overall, the campaign demonstrated how commerce media networks can connect awareness to results beyond owned properties and use incrementality measurement to understand the business impact of upper-funnel media.

The opportunity

Commerce media has traditionally been activated and measured closest to the point of purchase. But these networks become significantly more valuable as they activate across the broader media ecosystem.

For the fast food company, that meant extending its Grubhub campaign beyond the Grubhub platform and into CTV.

From July 13–20, the brand ran joint creative with Grubhub  as a non-skippable, full-screen TV commercial across inventory available via Universal Ads. Universal Ads provides an auction-based, biddable environment spanning more than 20 publishers, giving the campaign access to premium streaming audiences and connecting them to order from the brand on Grubhub.

The campaign centered on converting viewers to onsite purchases. Grubhub informed activation across inventory on Universal Ads, bringing commerce intelligence into a premium offsite environment.

Measuring more than media delivery

The campaign also created an opportunity to answer a more important question: Did CTV exposure actually change consumer behavior?

Koddi designed a geo-holdout analysis to measure the campaign’s incremental impact on the fast food company’s orders and revenue through Grubhub. Five metro areas were held out from the campaign. Koddi then compared the Grubhub sales and orders in ZIP codes receiving CTV delivery with those in the control markets.

Using a difference-in-differences methodology, the analysis compared changes between a pre-campaign control period and the July 13–20 campaign period.

This allowed the team to move beyond traditional CTV metrics and evaluate whether exposure was associated with incremental commerce outcomes.

“The true power of commerce media lies in bridging the gap between top-of-funnel inspiration and bottom-funnel conversion,” adds Kyle Emmett, VP of Revenue Strategy at Grubhub. “By seamlessly connecting off-platform media like premium CTV with on-platform Grubhub activations, we’re providing brands with the ultimate assist. We’re no longer asking advertisers to take a shot in the dark; instead, we’re giving them the data to see exactly how their streaming campaigns are part of a winning strategy with measurable, incremental orders.”

The results

The campaign generated measurable lift in both orders and revenue:*

• Premium, non-skippable CTV inventory
• 1.7% incremental lift in orders in exposed ZIP codes versus control
• 3.1% incremental lift in revenue in exposed ZIP codes versus control
• Measurement tied directly to commerce outcomes rather than media exposure alone

*Results reflect a single campaign measured by Koddi using a geo-holdout, difference-in-differences analysis of aggregated Grubhub order and revenue data for July 13–20, 2026, compared with a pre-campaign control period. Results are specific to this campaign and are not a guarantee of future performance.

The results demonstrate the potential for commerce media networks to extend their value into channels traditionally associated with awareness.

“This campaign shows how commerce media can move beyond owned environments and become a true omnichannel growth engine,” says Sydney Cohn, Senior Director of Strategic Partnerships at Universal Ads. “By bringing Grubhub’s commerce intelligence into premium CTV through Universal Ads, advertisers can reach high-intent audiences in the content experiences they care about, while still measuring the impact that matters most: incremental orders and revenue. It’s a powerful example of how streaming can connect brand moments to business outcomes.”  

Turning commerce data into an omnichannel advantage

The campaign illustrates a broader opportunity for commerce media networks, moving from an onsite channel to an omnichannel network orchestrating activations across platforms.

A network’s most valuable asset then becomes the combination of its consumer relationships, transaction signals, audience intelligence, and measurement capabilities which can help advertisers understand outcomes across channels.

By pairing a Grubhub campaign with premium CTV inventory, the brand could reach desired households outside the Grubhub experience while measuring the campaign‘s impact on orders and revenue using aggregated data. 

For advertisers, that means more opportunities to reach relevant audiences across the media they consume. For commerce media networks, it creates a path to extend advertiser relationships beyond owned inventory while keeping measurable outcomes at the center of the strategy.