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Uber Plans to Advertise You Every Step of Your Journey

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People stop around an Uber pickup area as cars pass by.

Uber announced that it is testing in-car tablets for vehicles in select cities, and the company announced on Wednesday that it plans to add ads to these tablets as well.
Photograph: Scott Olson (Getty Pictures)

It seems that Uber is not happy with allowing users to travel in peace and awkward silence during their point-to-point journeys. The ride-hailing company now plans to advertise to users at every point of the trip from the moment you open the app. These ads will potentially appear on multiple screens and blast consumers with new products with the same finesse as a clown chasing a car on a kid-sized tricycle trying to get their attention through a car window.

These are the so-calledJourney Ads” is for hitting drivers throughout the process of requesting a ride, waiting for a ride, or even getting an Uber while actually sitting in the car. These will be limited to a single advertiser, meaning users will see the same product over and over while trying to get from one place to another. The company has made it clear that they will use “first-party data” for targeted advertising.

But that’s not all. Uber announced Wednesday that its new advertising division plans to place sponsored listings on the Uber Eats app, post-pay ads after users place an order, in-menu ads when deciding on an Uber Eats order, billboard ads. The Uber Eats homepage, along with other sponsored emails, storefront ads, and more. The dazzlingly long list of new advertising efforts even includes a pilot to host targeted ads on in-car tablets offered in Los Angeles and San Francisco, California.

All the different ways Uber now plans to advertise to its users.

All the different ways Uber now plans to advertise to its users.
Screenshot: Uber

So if you’re planning to go to a bar, expect to see a beer brand bombard you with ads for the ultimate way to get drunk. Are you going to the beach? Well, how about a branded sunscreen? The possibilities are endless, and Uber reports that users can stay in the Uber app while purchasing an advertised product.

Uber may clash with regulators for using geolocation data to advertise to consumers. FTC in August data broker sues Kochava, claiming that they broke the law to sell location data on “hundreds of millions of people”. Location data included visits to addiction recovery centers and reproductive health clinics. particularly threatening offer after the end Roe – Wadeabortion protections.

An Uber spokesperson said Wall Street Journal that the company only uses aggregate information from users. In the meantime, users can opt out of targeted ads through the Uber app, said Mark Grether, general manager of Uber’s advertising division. The company’s advertising policies Restrict it from having ads based on visits to medical centers, schools, government buildings, and even “adult entertainment” as well as reproductive health centers.

Even if you trust that it won’t go against Uber’s own policy, this aggregate data is still available to advertisers and external data brokers alike. link back to individual users. Advertisers may be restricted in what and to whom they can advertise, but outside agencies that have access to this data certainly do not.

And they’re not the only ones seeing more space to advertise to consumers whenever possible. Uber’s main competitor is Lyft announced In August, they dived into in-car ads through their own advertising component called Lyft Media. The other ride-packed app noted that Lyft has added more ads to its in-car tablets in Chicago, Washington DC, and San Francisco, and they’re already trialling the project with Lyfts in Los Angeles.

Uber does not lag behind targeted advertising at any point in the process of using its apps. “As these consumers make purchasing decisions and wait for their destination or delivery, we can engage them with messages from brands relevant to their purchasing journey,” Grether said in the company’s statement. And with 1.87 billion trips in the last quarter, that means we can connect advertisers to consumers an average of five times a month throughout journeys and delivery.”

Grether mentioned Business Content The ads will eventually make the trips cheaper, but he didn’t say exactly how much. Gizmodo reached out to Uber for more details on whether these ads would be included in the company’s pricing strategy, but we didn’t get an immediate response.

Uber already has brands like Heineken, Shake Shack, and NBCUniversal ready to take pictures of sick green beers or the next episode. Sound Let this be your cover. Uber declined to tell Insider how much these companies could pay for Journey Ads, but it seems enough to say that the ride-hailing company hopes to generate $1 billion in revenue by 2024. The fee will depend on the advertiser’s “type” of the user. trying to target.

Often Dr. The man who favored Grether joined Uber last year after years of experience at Amazon and his own company Sizmek. He told the Journal that cars have become “our living rooms.” micro mobility platforms and autopilot vehicles it will give us more space to look at screens and get more ads.

Uber has struggled to keep user data safe. Soon cheat Uber’s system forced the company to state that user data remained secure. The company has previously failed to prevent the loss of 57 million user data, and one of the company’s former security chiefs recently convicted Hiding a major user data breach in 2016 from the authorities.

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