Uber Enhances Advertising Capabilities with New Data Insights Platform
Uber has launched a new insights platform, Uber Intelligence, allowing marketers to access anonymous consumer data derived from users’ trip and takeout information. Utilizing the LiveRamp technology, this platform enables advertisers to merge their customer data with Uber’s, unlocking valuable insights about audience preferences related to dining and travel.
This initiative aims to provide a comprehensive overview of local consumer trends, with potential applications across various sectors. For instance, a hotel chain could utilize the platform to pinpoint popular restaurants to partner with, based on rideshare data. Additionally, businesses can leverage the insights offered by the Intelligence platform to engage directly with consumers, targeting groups such as frequent business travelers through tailored advertisements in the app and vehicles.
Edwin Wong, Uber’s global head of measurement for advertising, emphasized the platform’s seamless integration and its potential impact on targeted marketing strategies. As Uber’s ad revenue is projected to reach $1.5 billion this year, these new features could significantly enhance its advertising offerings.
In broader financial performance, Uber reported impressive growth, generating $44 billion in revenue in 2024, a notable increase from $37 billion in 2023. Despite its growing profits, Uber has consistently raised fares, with increases averaging 18 percent annually since 2018, outpacing inflation in many areas.
A clarification has been made regarding the nature of the service; it’s important to note that Uber is not selling customer data but providing insights through its platform.
