Uber offers ads in its app, on in-car screens, and on vehicles.
Uber offers ads in its app, on in-car screens, and on vehicles. Artur Widak/NurPhoto via Getty Images
Uber offers ads in its app, on in-car screens, and on vehicles. Artur Widak/NurPhoto via Getty Images
Uber wants advertisers to level up their marketing by tapping into data on the millions of rides and deliveries its users order every day.
The ride-hailing giant's ad division is announcing the launch of a new insights platform called Uber Intelligence on Monday, the company exclusively told Business Insider.
Launched in partnership with the data-connectivity platform LiveRamp, Uber Intelligence 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.
It uses LiveRamp's clean room technology, which lets companies aggregate their data in a privacy-safe environment, without sharing or seeing each other's raw or personally identifiable customer information.
A hotel brand could use Uber Intelligence to help identify which restaurants or entertainment venues it might want to partner with for its loyalty program, for example.
Uber also hopes the platform can act as a flywheel for its broader ad business. Marketers can use the data clean room for segmentation, such as identifying customers who are heavy business travelers, then targeting them with ads on their next trip to the airport in the Uber app or on screens inside Uber cars.
"That seamlessness is why we're so excited," Edwin Wong, global head of measurement at Uber Advertising, told Business Insider in an interview. He added that the aim is for marketers to begin saying, "'Oh, I'm not just understanding Uber, I'm understanding Uber in my marketing context.'"
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