Uber Advertising Selects First Audience Expansion Partner

Uber Advertising has selected TripleLift as a partner for its US offsite audience expansion – marking the first time Uber is moving to first-party consumer data outside of its own apps. 

The partnership is set to allow advertisers to extend Uber’s high-intent consumer signals, sourced from the ways people are moving, ordering and shopping, beyond the Uber platform and across the web. 

“Uber Advertising has built a clear picture of consumer behaviour based on how people move, eat and shop every day, and expanding offsite lets advertisers put those insights to work in more places,” says Josh Butler, Global Head of Advertising at Uber. 

“By partnering with TripleLift, we can extend that reach across premium inventory and formats, helping brands connect with consumers before and after their Uber rides or deliveries.”

Understanding high-intent signals

This collaboration brings together Uber’s rich first-party data with TripleLift’s creative formats – meaning that advertisers can activate Uber audiences via Private Marketplace deal curation instead of commerce insights being limited to a single ecosystem. 

According to TripleLift, activation is available at launch across high-impact display, native, standard display and online video, as well as web and mobile app environments. 

“Commerce media shouldn’t stop at the edge of an app,” says Dave Helmreich, CEO of TripleLift. “Some of the highest-intent audience signals in advertising live inside commerce environments, but until now, advertisers couldn’t expand those signals into the open internet.

“This partnership removes that boundary. By bringing Uber’s real-world insights to TripleLift’s inventory and creative formats, we are giving buyers a practical path to turn commerce signals into clear omni-channel campaign performance.”

Uber Advertising growth 

Uber’s advertising offering has grown significantly as of late. 

In a recent earnings call, the company revealed that its advertising business has surpassed a US$2bn annualised revenue run rate, with the company saying the potential for this business was larger than initially anticipated.

Research conducted by Uber has found that 81% of US Uber users are open to offers while riding – with 65% saying that offers such as these grab their attention, while 64% say they make them feel more positively about a brand. 

One of the reasons advertising may be so successful on the Uber platform is because customers are already primed to make purchasing decisions. According to Uber, ads on its platform generate 6.6x higher attention than other digital formats. 

Offsite ads, the company has said, will help advertisers reach consumers earlier in the pipeline. 

“Offsite Ads aims to help advertisers close the gap between discovery and action,” says Zach Zorfas, Product Manager at Uber. “By extending Uber’s real-world signals across the places where consumers are already browsing, watching and engaging, advertisers can show up in more relevant moments and build a clearer connection between media investment and measurable business outcomes.”

Who are Uber’s key partners?

• TripleLift: TripleLift has been named Uber Advertising’s US offsite audience expansion partner.
• Waymo: Uber is integrating Waymo’s robotaxis into its network in cities such as Phoenix, Austin and Atlanta. 
• Amazon Web Services (AWS): AWS provides core cloud computing and infrastructure support to Uber. 
• Alphabet: Alphabet delivers cloud and data services for Uber’s global platform.