"The data will technically be anonymous, via the use of a platform called LiveRamp. This will "let advertisers securely combine their customer data with Uber's to help surface insights about their audiences, based on what they eat and where they travel." Basically, it'll provide a broad view of local consumer trends based on collected data. Uber gives an example of a hotel brand using the technology to identify which restaurants or venues to partner with according to rideshare information."
"Uber has stated that its ad business is already on track to generate $1.5 billion in revenue this year, and that's before implementing these changes. As for Uber in totality, the company made $44 billion in 2024, which was a jump from $37 billion in 2023. It's also notorious for raising fares. Uber has raised prices for consumers by around 18 percent each year since 2018, which has outpaced inflation by up to four times in some markets."
Uber will begin selling anonymized trip and delivery data to marketers through a new insights platform called Uber Intelligence using LiveRamp. Advertisers can securely combine their customer data with Uber's to surface audience insights based on dining and travel patterns. The platform will provide a broad view of local consumer trends and enable brands to identify potential partners based on rideshare information. Uber plans to use these insights for direct advertising, targeting profiles like heavy business travelers with in-app or in-vehicle ads. Its ad business is on track for $1.5 billion this year. The company made $44 billion in 2024 and has raised consumer prices about 18% annually since 2018.
Read at Engadget
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