Overview
- Uber introduced a marketer-facing platform that uses LiveRamp’s clean-room technology to combine advertiser data with aggregated Uber trip and Uber Eats signals without exposing raw personally identifiable information.
- Brands can derive audience segments such as heavy business travelers and target them with ads in the Uber app or on in-car screens, including scenarios like airport rides.
- Use cases include planning partnerships, with Uber citing a hotel chain identifying local restaurants or venues for loyalty programs based on movement patterns.
- Uber says its advertising business is on track to generate $1.5 billion in revenue this year as it expands formats across in-app placements, in-vehicle screens, emails, and car-top displays.
- LiveRamp highlights technical safeguards such as “zero movement of data,” while analysts flag potential consumer trust and regulatory risks; coverage also corrected earlier claims that Uber was selling customer data or charging for platform access.