Never mind “peak pricing,” this is how Uber
is really making money.
The rideshare company’s Uber Advertising unit is launching a platform for marketers called Uber Intelligence that turns data about rideshare trips and
takeout orders into actionable insights for marketers.
Built in partnership with LiveRamp, Uber Intelligence lets advertisers securely combine their own customer data with
Uber’s consented, pseudonymized signals while maintaining strict governance and privacy controls, according to a release. The results are aggregated and anonymized insights that uncover
patterns, understand audiences, and see how marketing connects to real-world actions.
"Pseudonymized" means personal data has been processed to replace direct identifiers with
artificial ones so individuals can't be identified without separately stored information. This protects privacy while keeping data useful for analysis.
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“For years, brands have
been chasing signals that keep disappearing. What they really need is a way to understand people through how they live, not just how they click,” said Edwin Wong, global head of measurement
at Uber Advertising, in a release. “Powered by LiveRamp, Uber Intelligence allows brands to transform their customer view by building connections grounded in real-world behavior that is
human, contextual, measurable, and anonymized. This marks a new era of transparency and collaboration, where combined data becomes the new center of gravity for modern marketing.”
Uber Intelligence goes beyond basic audience overlap to deliver richer, more actionable insights through the real-world signals captured across Uber’s platform, according to the
company. Advertisers can analyze how groups of people move, dine, travel, in order to have a better understanding of their customers, revealing patterns and opportunities traditional datasets
can’t surface.
“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,” according to Business Insider. “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.”
Uber said in May that its ad business is on track to generate $1.5
billion in revenue this year.