https://www.businessinsider.com/uber-ads-launches-intelligence-insights-trips-takeout-data-marketers-2025-12 Subscribe Newsletters [ ] Search Business Strategy Economy Finance Retail Advertising Careers Media Real Estate Small Business The Better Work Project Personal Finance Tech Science AI Enterprise Transportation Startups Innovation Markets Stocks Indices Commodities Crypto Currencies ETFs Lifestyle Entertainment Culture Travel Food Health Parenting Politics Military & Defense Law Education Reviews Black Friday Home Kitchen Style Streaming Pets Tech Deals Gifts Tickets Video Big Business Food Wars So Expensive Still Standing Boot Camp Subscribe My account Log in Newsletters US edition Deutschland & Osterreich Espana Japan Polska TW Quan Qiu Zhong Wen Ban Get the app Exclusive Uber's latest play for ad dollars: turning data about your trips and takeout into insights for marketers By Lara O'Reilly You're currently following this author! Want to unfollow? Unsubscribe via the link in your email. Follow New Follow authors and never miss a story! Lara OReilly Headshot [68de4697cc] Follow Lara O'Reilly Every time Lara publishes a story, you'll get an alert straight to your inbox! Enter your email [ ] Sign up By clicking "Sign up", you agree to receive emails from Business Insider. In addition, you accept Insider's Terms of Service and Privacy Policy. uber [ ] Uber offers ads in its app, on in-car screens, and on vehicles. Artur Widak/NurPhoto via Getty Images 2025-12-08T14:01:01.275Z Share Facebook Email X LinkedIn Reddit Bluesky WhatsApp Copy link An icon in the shape of a lightning bolt. Impact Link Save Saved Read in app Add us on This story is available exclusively to Business Insider subscribers. Become an Insider and start reading now. Have an account? Log in. * Uber Advertising is launching an insights platform for marketers called Uber Intelligence. * It has partnered with LiveRamp to aggregate users' data without revealing their identities. * Uber has said its ad business is on track to generate $1.5 billion in revenue this year. Uber wants advertisers to level up their marketing by tapping into data on the millions of rides and deliveries its users order every day. The ride-hailing giant's ad division is announcing the launch of a new insights platform called Uber Intelligence on Monday, the company exclusively told Business Insider. Launched in partnership with the data-connectivity platform LiveRamp, Uber Intelligence will let advertisers securely combine their customer data with Uber's to help surface insights about their audiences, based on what they eat and where they travel. It uses LiveRamp's clean room technology, which lets companies aggregate their data in a privacy-safe environment, without sharing or seeing each other's raw or personally identifiable customer information. A hotel brand could use Uber Intelligence to help identify which restaurants or entertainment venues it might want to partner with for its loyalty program, for example. Uber also hopes the platform can act as a flywheel for its broader ad business. Marketers can use the data clean room for segmentation, such as identifying customers who are heavy business travelers, then targeting them with ads on their next trip to the airport in the Uber app or on screens inside Uber cars. "That seamlessness is why we're so excited," Edwin Wong, global head of measurement at Uber Advertising, told Business Insider in an interview. He added that the aim is for marketers to begin saying, "'Oh, I'm not just understanding Uber, I'm understanding Uber in my marketing context.'" Uber's other route to revenue Uber Intelligence is the latest step in the evolution of Uber's ad business. Uber officially launched its dedicated advertising division in 2022. It offers an array of ad formats in the Uber and Uber Eats apps, on in-car tablets, in emails to its users, and on car tops. The company said in May that its ad business had reached a $1.5 billion revenue run rate -- the figure it has projected to hit by the end of 2025 -- which would represent a 60% increase on last year. The company doesn't break out a more specific ad-revenue figure and hasn't provided an update on the run-rate number since May. Uber Intelligence forms part of a bespoke set of services it offers its top advertisers. Earlier this year, it launched a creative studio where brands can partner with Uber to deliver more bespoke campaigns, such as offering rides to Miami F1 Grand Prix attendees in a luxury vehicle sponsored by La Mer, packed with freebie skincare products. Andrew Frank, analyst at the research firm Gartner, said the launch of Uber Intelligence is another signal that Uber's ad business is maturing. "Early-stage ad businesses tend to focus exclusively on selling inventory while more mature ones focus more on delivering differentiated value through targeting and measurement solutions that help brands understand and optimize the impact of their spend," Frank told Business Insider. Uber's unique source of "terrestrial data" put it in good standing against the likes of Amazon, Google, and other retail media networks that emphasize the value of their data-driven insights, Frank added. However, he said Uber may need to address privacy concerns related to aggregating highly sensitive data in order to maintain consumer trust and to comply with evolving global regulators as a collector of first-party data. Vihan Sharma, chief revenue officer of LiveRamp, said its platform provides technical guarantees to ensure "zero movement of data." "The whole objective of a clean room technology is to build trust between data owners and consumers and the advertising ecosystem," Sharma said. 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