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Uber Sells Your Data to Marketers
8 Dec
Summary
- Uber launched Uber Intelligence to sell anonymous trip and delivery data.
- Advertisers can combine data to gain insights on audience behavior.
- The company plans to use data for targeted advertising within the app.
Uber has officially entered the data-selling market with its new insights platform, Uber Intelligence. This division is designed to collect and monetize anonymous user data, including details about trips and deliveries. The initiative aims to provide advertisers with valuable insights into consumer behavior by securely combining Uber's data with their own marketing information.
Through this platform, advertisers can gain a clearer understanding of local consumer trends, with potential applications like a hotel brand analyzing rideshare data to select strategic partners. Uber also plans to utilize Uber Intelligence for its direct advertising strategies, targeting specific user segments like frequent business travelers with tailored promotions.
This move comes as Uber's advertising business is reportedly on track for significant revenue this year, even before the full impact of these new data-selling capabilities. The company's broader financial performance shows substantial growth, with a significant increase in gross bookings compared to the previous year.
