Uber is set to introduce a new feature allowing brands to pay for users’ rides in exchange for interacting with advertisements, a move designed to further monetize the ride-hailing platform. The company announced that starting next year, marketers will be able to sponsor part—or even all—of a passenger’s fare if they engage with certain brand experiences during their journey.
The upcoming initiative, called “Journey Ads,” opens up creative options for advertisers. These may include watching a video, filling out a survey, or visiting a website linked to the promoted brand. In exchange for participating, riders could receive steep discounts or entirely free rides.
Uber has become a significant player in the in-app advertising world, reporting a $900 million annual ad business. The company says their app reaches around 150 million people monthly, catching potential customers’ attention during periods of high engagement while they’re waiting for or taking a ride.
Quote: “We’ve built an advertising platform that connects brands with consumers at moments when they’re uniquely attentive—during journeys on Uber,” Mark Grether, Uber’s vice president and general manager of Uber Advertising, said.
This new feature marks another step in Uber’s ambition to turn its platform into a shopping and entertainment hub. Beyond ride advertisements, Uber has also been expanding ads on its food delivery service, Uber Eats.
The plan is expected to roll out in the U.S. in the “coming months,” with a broader international release planned for 2025. If successful, experts suggest this could become a major new revenue stream for both Uber and participating brands.
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