Uber has announced a significant shift in their advertising capabilities, allowing advertisers to utilize Demand Side Platforms (DSPs) to purchase media through the Uber Rides app. This update introduces programmatic media buying to Uber’s in-app advertising platform, expanding the platform’s functions and enabling brands to more effectively control their ad space purchases, budgets, and strategies.

This advancement fosters more flexibility and personalization for advertisers, creating a seamless advertising experience and providing more frequently and accurately targeted advertising content. The inclusion of programmatic media buying is a step forward in Uber advertising and is expected to enhance and diversify ad services.

Furthermore, Uber’s advertising platform, Journey Ads, is being integrated into the Uber Rides app. This move optimizes advertising efforts by providing brands with a more versatile and user-friendly platform, improving ad visibility and reach.

Uber advances in-app advertising with programmatic buying

This integration is key to reinforcing Journey Ads as an essential business solution and part of Uber’s growth strategy.

In a strategic partnership, Uber Advertising has aligned with Google’s Ad Exchange, The Trade Desk, and Yahoo DSP, among other notable DSPs. This partnership allows programmatic buyers worldwide to buy inventory within the Uber Rides app using their preferred DSP, simplifying the ad acquisition process, and guaranteeing optimal ad placement.

Uber’s Journey Ads are designed to optimize marketing strategies by leveraging behavioral patterns. This method aims to improve audience engagement and increase return on ad spend. Uber has partnered with prominent industry leaders like Kantar, Integral Ad Science, DoubleVerify, LiveRamp, and others to verify and ensure accurate ad purchase metrics.

Uber’s programmatic buying progress has been positively received in the media industry, with Megan Pagliuca, Chief Activation Officer at Omnicom Media Group, considering it a vital step forward. Uber and its partners are geared towards redefining online advertising through reliable data and targeted campaigns.