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The Wall Street Journal: Uber to allow marketers to target riders with ads based on destination


Ride-hailing company Uber Technologies Inc.

wants to help marketers target consumers with ads based on where they have been and where they are going.

Uber announced the new capability as it rolled out its mobility media division, offering ads across its ride-hailing app for the first time. These ads will be available in select markets at launch. The company sees huge potential for revenue growth in the new ad-targeting product, though some experts say it could raise concerns about consumer privacy.

Companies like Alphabet Inc.’s

 Google and Meta Platforms Inc.’s

 Facebook have long recorded users’ web behavior to target them with ads. Retailers such as Walmart Inc.

 and Kroger Co.

 can track when, where and how you shop for the benefit of brands that advertise with them.

Uber has been building its ad business for several years, though most of its growth to date has come from ads placed on the Uber Eats food-delivery app, said Mark Grether, general manager of Uber Advertising.

The ride-hailing ad business could grow far larger, Mr. Grether said, especially when self-driving cars become more common.

An expanded version of this story appears on

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