Brief Overview:

  • Uber Advertising is expanding its ad campaign reach beyond its own apps for the first time, the company said in a press release.
  • Offsite Ads, currently available to a limited number of advertisers, allows brands to reach consumers on platforms such as Google Shopping and direct them back to the Uber app. The company plans to expand channels and features in the future.
  • Uber also introduced other advertising tools, including brand app takeovers and in-trip ads, providing advertisers with new ways to leverage its user data both in-app and out-of-app, which is expected to attract new advertising partners.

Deep Dive:

Uber continues to expand its advertising business, which generated over $2 billion in revenue in 2025. The new ad products may offer advertisers more ways to reach value-conscious consumers at key decision points. The new formats focus primarily on promotions and offers, enabling advertisers to drive and measure immediate responses. Uber is also leveraging passengers' idle time during rides; data cited in the press release shows that 81% of users said they are open to receiving offers during trips.

The company's new products include Destination Offers, a format that pushes offers to passengers during rides, based on data showing that over 50% of Uber users are willing to take a detour to redeem offers. Marketers can measure success through in-store activities and verified visits.

Another in-trip format, Ride Offers on Journey, shows offers to passengers to drive clicks. When Miller Lite tested this format, its campaign achieved a click-through rate nearly 45% higher than similar non-offer creatives. The brand's parent company, Molson Coors, was an early testing partner, using the product during major sports and cultural moments.

With Homescreen Ride Offers, users can claim offers, such as ride discounts, while viewing brand information. Data cited in press materials shows that 64% of riders said discounts made them feel more positively about brands, and 65% said discounts capture their attention.

On Uber Eats, marketers can now use Brand Takeovers, a pop-up that appears when users first open the app. Item Showcase allows brands to highlight specific menu items in a carousel, and users can add items directly to their cart. Offer Spotlight is a full-screen ad that connects specific promotions and offers with users most likely to engage.

Advertising has become a significant revenue source for ride-hailing and delivery platforms. Uber launched Uber Advertising in 2022. In 2024, programmatic buyers gained access to Uber Journey Ads. In April, the company announced that Instacart's Carrot Ads platform would be integrated into its advertising ecosystem to attract CPG marketers.

Uber's first-quarter revenue was $13.2 billion, up 14% year-over-year, according to an earnings report. Trips in the quarter increased 20% year-over-year to 3.6 billion, driven primarily by a 17% increase in monthly active users.