The news: Uber Advertising is positioning measurement—not just reach—as the core of its growth narrative.
Uber closed Q4 with roughly $2 billion in annualized ad revenues, up 50% YoY, reaching 202 million monthly active users across 14 billion annual rides and deliveries. But Edwin Wong, Uber’s global head of measurement science, said in an EMARKETER interview that scale alone is not the differentiator—proof of outcomes is.
Unlike feed-based platforms that infer intent, Uber sits inside completed transactions tied to rides and orders. Wong described a shift from “lean back” TV to “lean in” mobile feeds to what he calls “being in”—platforms tied to real-world actions like rides and deliveries, where marketers can verify that a transaction happened rather than simply assume interest based on clicks or views.
Why it matters: As ad budgets fragment across feeds and AI-driven surfaces, CMOs are demanding incremental proof tied to real outcomes. Forty-five percent of worldwide CMOs plan to increase investments in media effectiveness measurement solutions, per an October 2025 Dentsu survey.
Uber is building its case around independent validation and transaction-level data.
- Research with Lumen found Uber placements generated over six times higher attention than other platforms.