This website collects cookies to deliver better user experience. Cookie Policy
Accept
Sign In
The Wall Street Publication
  • Home
  • Trending
  • U.S
  • World
  • Politics
  • Business
    • Business
    • Economy
    • Real Estate
    • Markets
    • Personal Finance
  • Tech
  • Lifestyle
    • Lifestyle
    • Style
    • Arts
  • Health
  • Sports
  • Entertainment
Reading: Uber to Let Marketers Target Riders by Destination
Share
The Wall Street PublicationThe Wall Street Publication
Font ResizerAa
Search
  • Home
  • Trending
  • U.S
  • World
  • Politics
  • Business
    • Business
    • Economy
    • Real Estate
    • Markets
    • Personal Finance
  • Tech
  • Lifestyle
    • Lifestyle
    • Style
    • Arts
  • Health
  • Sports
  • Entertainment
Have an existing account? Sign In
Follow US
© 2024 The Wall Street Publication. All Rights Reserved.
The Wall Street Publication > Blog > Tech > Uber to Let Marketers Target Riders by Destination
Tech

Uber to Let Marketers Target Riders by Destination

Editorial Board Published October 19, 2022
Share
Uber to Let Marketers Target Riders by Destination
SHARE

Ride-hailing company Uber Technologies Inc. wants to help marketers target consumers with ads based on where they have been and where they are going.

Contents
Newsletter Sign-upWSJ | CMO TodayMore from CMO Today

Uber announced the new capability as it rolled out its mobility media division, offering ads across its ride-hailing app for the first time. These ads will be available in select markets at launch. The company sees huge potential for revenue growth in the new ad-targeting product, though some experts say it could raise concerns about consumer privacy.


Newsletter Sign-up

WSJ | CMO Today

CMO Today delivers the most important news of the day for media and marketing professionals.


Companies like Alphabet Inc.’s Google and Meta Platforms Inc.’s Facebook have long recorded users’ web behavior to target them with ads. Retailers such as Walmart Inc. and Kroger Co. can track when, where and how you shop for the benefit of brands that advertise with them.

Uber has been building its ad business for several years, though most of its growth to date has come from ads placed on the Uber Eats food-delivery app, said Mark Grether, general manager of Uber Advertising.

The ride-hailing ad business could grow far larger, Mr. Grether said, especially when self-driving cars become more common.

“Cars will become our next living rooms,” Mr. Grether said. “We spend eight hours a week in a car; it’s a huge advertising opportunity.”

At a February investor event, Mr. Grether said Uber’s overall ad revenue jumped to $141 million in 2021 from $11 million in 2020, and he predicted it would hit $1 billion by 2024.

The new ad-targeting product will let brands place ads using data drawn from both riders’ recent travel history and their precise geographic destinations, according to the company. If a user books an Uber to a specific retailer, cinema or airport, for example, a company could buy ads centered on that location.

Uber will also now let a single brand sponsor the entire trip, starting when a user first calls a car. These so-called “journey ads,” which will be sold on a per-trip basis instead of digital advertising’s common pricing by consumer impression, let brands show a user different ads at three points in the user’s trip: while waiting for a car, while riding in the car and upon reaching the destination.

The rider can also conduct transactions, such as clicking the ad to buy a product without leaving the Uber app, said Mr. Grether. Separate pilot programs in the U.S. and India will also include ads on in-car tablets, he said.

The geotargeting options could lead to legal complications, said Brandi Bennett, who leads the data-privacy practice at law firm The Beckage Firm.

“Precise geolocation data is what I call ‘digital plutonium.’ When you have geolocation data, you can unravel people’s lives,” Ms. Bennett said.

The Federal Trade Commission displayed a heightened interest in geolocation data by suing data broker Kochava Inc. in August, looking to halt the sale of data it said could be used to track people to sensitive locations. Kochava had previously sued the F.T.C. in anticipation of the suit.

Uber’s computers were breached by a teenage hacker in September, and in 2016 a former employee claimed that Uber staffers were able to search and review travel data for politicians, former romantic partners and celebrities like Beyoncé.

Uber has one of the tech industry’s richest data sets on users, including their credit-card numbers, home addresses and places they often visit, said Ms. Bennett. The Supreme Court’s decision to eliminate the national right to abortion presents another potential concern, as states where abortion is illegal could subpoena data on customers who may have taken an Uber to an abortion provider, Ms. Bennett said.

An Uber spokeswoman said the company doesn’t share individual users’ data with advertisers. The data it does share is aggregated information or data related to ad-campaign performance, she said. Users can opt out of targeted ads on the Uber app at any time, said Mr. Grether.

More from CMO Today

Uber’s advertising policy forbids targeting users by factors such as race, religion or sexual orientation, and it also prohibits basing ad targeting on certain types of destinations, including government buildings, hospitals and reproductive-health centers.

The company recently said it would cover the legal bills of any drivers sued for transporting women to abortion clinics. The spokeswoman said Uber will follow all applicable laws, including one recently passed in California that protects residents and businesses from lawsuits related to other states’ abortion bans.

Uber’s top competitor, Lyft Inc., officially launched its Lyft Media advertising division in August. Both companies began selling ads atop their cars in 2020.

After enduring the pandemic, ride-share companies like Uber and Lyft are now facing a new world of high inflation, driver shortages, and dwindling passenger numbers. WSJ’s George Downs explains what they’re doing to try and survive. Illustration: George Downs

Write to Patrick Coffee at [email protected]

Copyright ©2022 Dow Jones & Company, Inc. All Rights Reserved. 87990cbe856818d5eddac44c7b1cdeb8

TAGGED:Tech NewsWall Street Publication
Share This Article
Twitter Email Copy Link Print
Previous Article Hearing Aids Are Now For Sale Over the Counter: What You Need to Know Hearing Aids Are Now For Sale Over the Counter: What You Need to Know
Next Article Hong Kong’s Stock Exchange Proposes Waiving Revenue Requirement for Tech IPOs Hong Kong’s Stock Exchange Proposes Waiving Revenue Requirement for Tech IPOs

Editor's Pick

Brooke Hogan Written Out of Hulk’s Will (At Her Personal Request)

Brooke Hogan Written Out of Hulk’s Will (At Her Personal Request)

Studying Time: 3 minutes Brooke Hogan isn’t in her dad’s will, a brand new report reveals. Regardless of years of…

By Editorial Board 4 Min Read
6 Greatest Underwear To Stop Chafing For Males in 2025 | Fashion
6 Greatest Underwear To Stop Chafing For Males in 2025 | Fashion

We independently consider all really helpful services. Any services or products put…

15 Min Read
9 Finest Males’s Shorts Manufacturers – Versatile Types For 2025 | Fashion
9 Finest Males’s Shorts Manufacturers – Versatile Types For 2025 | Fashion

We independently consider all advisable services. Any services or products put ahead…

13 Min Read

Oponion

Antony Blinken huddles with Ukraine’s president amid rising Russia fears

Antony Blinken huddles with Ukraine’s president amid rising Russia fears

President Biden told a White House press conference Wednesday that…

January 19, 2022

Guatemala prepared for extra deportations below Trump, report says: ‘We all know it is coming’

You may have reached your most…

December 27, 2024

Fired federal employee: ‘I feel like cruelty is the point’

By Sunlen Serfaty | CNNThese have…

February 19, 2025

Extraterrestrial Life and Your Smartphone’s Screen

In December, the National Aeronautics and…

October 16, 2021

NBA Summer season League: Undrafted Warriors rookie places on Splash Bros.-style taking pictures exhibition vs. Jazz

Madsen places on a taking pictures…

July 14, 2025

You Might Also Like

Clear Your Mattress No Matter How Gross It Will get
Tech

Clear Your Mattress No Matter How Gross It Will get

It’s essential to know easy methods to clear your mattress. Not only for day-to-day cleanliness and hygiene, however let’s say…

4 Min Read
Preserve an Eye on Your Residence With Our Favourite Out of doors Safety Cameras
Tech

Preserve an Eye on Your Residence With Our Favourite Out of doors Safety Cameras

Evaluate These Safety CamerasBest MicroSD Playing cards{Photograph}: AmazonSome safety cameras help native storage, enabling you to file movies on the…

41 Min Read
Hold Tabs on Your Pets and Youngsters With the Finest Indoor Safety Cameras
Tech

Hold Tabs on Your Pets and Youngsters With the Finest Indoor Safety Cameras

Examine Indoor CamerasBest MicroSD Playing cards{Photograph}: AmazonMany safety cameras assist native storage, enabling you to document movies on the digicam…

21 Min Read
Vivobarefoot’s Sensus Footwear Are Like Gloves for Your Ft
Tech

Vivobarefoot’s Sensus Footwear Are Like Gloves for Your Ft

Love them or hate them, barefoot footwear are polarizing. However they're turning into huge enterprise, each for vogue (a topic…

5 Min Read
The Wall Street Publication

About Us

The Wall Street Publication, a distinguished part of the Enspirers News Group, stands as a beacon of excellence in journalism. Committed to delivering unfiltered global news, we pride ourselves on our trusted coverage of Politics, Business, Technology, and more.

Company

  • About Us
  • Newsroom Policies & Standards
  • Diversity & Inclusion
  • Careers
  • Media & Community Relations
  • WP Creative Group
  • Accessibility Statement

Contact

  • Contact Us
  • Contact Customer Care
  • Advertise
  • Licensing & Syndication
  • Request a Correction
  • Contact the Newsroom
  • Send a News Tip
  • Report a Vulnerability

Term of Use

  • Digital Products Terms of Sale
  • Terms of Service
  • Privacy Policy
  • Cookie Settings
  • Submissions & Discussion Policy
  • RSS Terms of Service
  • Ad Choices

© 2024 The Wall Street Publication. All Rights Reserved.

Welcome Back!

Sign in to your account

Lost your password?