Uber Advertising

Emerging leader in mobility media advertising, leveraging first-party ride and delivery data to compete with retail media networks

Uber Advertising is the dedicated advertising division of Uber Technologies, launched as a formal business unit in 2022 under the leadership of Mark Grether. The platform leverages Uber's massive first-party data ecosystem — spanning ride-hailing and food delivery — to offer brands highly contextual advertising opportunities at key moments in the consumer journey. With over 150 million monthly active platform consumers globally, Uber Advertising provides unique access to audiences during high-attention moments such as waiting for a ride, traveling in a vehicle, or ordering food. The platform offers a range of ad formats including in-app sponsored listings on Uber Eats, journey ads displayed during active Uber rides on the driver's tablet or the rider's app, and post-checkout placements. Uber Advertising also introduced its Journey Ads product, which targets riders during trips — a captive, high-dwell-time environment. The division has aggressively expanded its programmatic capabilities, including integrations with major DSPs and the launch of its own Uber Advertising API to allow brands and agencies to access inventory at scale. Uber Advertising competes in the rapidly growing retail and mobility media network space alongside players like Lyft Media, DoorDash Ads, and broader retail media networks such as Amazon Advertising and Instacart Ads. Its competitive differentiation lies in its unique mobility data — understanding where consumers go, when, and how often — which enables precise audience segmentation unavailable to traditional digital platforms. The division has publicly targeted $1 billion in annual advertising revenue, positioning it as a significant emerging force in the AdTech ecosystem.