TripleLift and Uber partnering? Cue the car ride metaphors.
No, but seriously, SSP TripleLift has been tapped by Uber’s advertising arm to help brands/marketers use Uber’s audience data to target beyond Uber’s own properties.
Uber has access to rich travel and transportation data, plus robust shopping and purchase data through Uber Eats. Now, advertisers can build audiences based on that data and reach them off-site through private marketplace (PMP) deals via TripleLift.
TripleLift is the first partner for Uber’s offsite-targeting expansion in the US, with the offering available across TripleLift’s web and mobile app inventory.
Why This Matters:
Uber has powerful audience data from its services. For advertisers, being able to use that data to reach consumers beyond Uber’s own properties is a big value-add. TripleLift (and its customers), of course, benefit from being the first partner.
This move also speaks to the growing value of offsite advertising for commerce and retail media players like Uber. According to data from The Trade Desk, offsite media spend is expected to grow at nearly twice the rate of onsite spend this year. Access to Uber’s audience data gives advertisers another valuable targeting option for their offsite campaigns.
Meanwhile, expanding beyond its own properties creates new revenue opportunities for Uber by monetizing its first-party data without having to own the ad inventory.
Experts React:
Here’s what Josh Butler, Global Head of Advertising at Uber, had to say about the announcement:
“Uber Advertising has built a clear picture of consumer behavior based on how people move, eat, and shop every day, and expanding offsite lets advertisers put those insights to work in more places. By partnering with TripleLift, we can extend that reach across premium inventory and formats, helping brands connect with consumers before and after their Uber rides or deliveries.”
Our Take:
A nice win for TripleLift. Being the first partner to offer Uber’s offsite audiences in the U.S. gives it a competitive advantage, at least for now.
For Uber, it’s another way to monetize its first-party data without relying solely on advertising within its own apps and services. It’s part of a broader trend of commerce platforms extending their ad businesses beyond their own properties to capitalize on the growing demand for first-party audience data.
