Uber Ads

Emerging leader in mobility and delivery-based commerce media, leveraging Uber's first-party data and 150M+ MAU base to compete with retail media networks

Uber Advertising is the media and advertising division of Uber Technologies, launched as a formal business unit in 2022 under the leadership of Mark Grether (formerly of Amazon Advertising). The platform enables brands to reach Uber's massive audience of riders and Uber Eats users through contextually relevant, journey-based ad placements. Ad formats span the full consumer journey — from pre-trip and in-trip placements on the Uber ride-sharing app to sponsored listings, banner ads, and storefront promotions on Uber Eats. The platform leverages Uber's rich first-party data including location, movement patterns, purchase behavior, and demographic signals to deliver highly targeted campaigns. Uber Advertising positions itself as a retail media and out-of-home (OOH) adjacent platform, competing in the growing space of commerce media networks. With over 150 million monthly active users globally across its mobility and delivery platforms, Uber offers advertisers access to consumers at moments of high purchase intent — while waiting for a ride, ordering food, or traveling to a destination. The platform supports both performance and brand awareness objectives, with measurement capabilities tied to real-world outcomes like store visits and order conversions. The business is part of Uber's broader strategy to diversify revenue beyond core ride-sharing and delivery commissions. Uber Advertising has been cited as a high-margin, fast-growing revenue stream, with the company targeting $1 billion in advertising revenue. It competes directly with other commerce and retail media networks such as DoorDash Ads, Instacart Ads, and Lyft Media, while also challenging traditional OOH and programmatic display players for brand budgets.