零售媒体
Uber Advertising
Uber 的商务媒体广告网络，覆盖 Uber 打车与 Uber Eats 外卖场景，提供赞助商品位、应用内展示和行程广告，并以第一方订单数据做闭环归因。
主要用途
Uber Advertising turns Uber's mobility and delivery platforms into a closed-loop commerce media network. Inside Uber Eats, sponsored listings let restaurants and grocery merchants bid for placement in search results and the home feed, where shoppers browse with clear purchase intent. Brands and CPG advertisers buy in-app display and post-checkout offers, while journey ads reach riders during trips through car-top and in-app formats. Because campaigns run on first-party order and trip data, reporting ties impressions to on-platform sales rather than modeled proxies. The self-service Uber Ads Manager handles budgets, targeting, and creative, while managed service supports larger national buys. Measurement includes return on ad spend, attributed orders, and incrementality studies for sponsored placements.
所在链路
Uber Advertising sits at the launch stage of retail media, opening a delivery-and-mobility audience that complements marketplace networks like Amazon and Walmart.
核心功能
- Sponsored listings in Uber Eats search and home feed
- In-app display and post-checkout offer placements
- Journey Ads reaching riders during active trips
- Closed-loop reporting tied to first-party orders and trips
- Self-service Ads Manager plus managed service for national buys
适合谁用
- Restaurants and grocers growing visibility inside Uber Eats
- CPG and consumer brands wanting transaction-backed reach
- Advertisers seeking commerce media beyond Amazon and Walmart
新手提示
- Start with sponsored listings on your best-converting items, since placement only pays off when the menu photo, price, and ratings already win the click.
- Use the closed-loop order reporting to judge true ROAS instead of borrowing CPC benchmarks from search.
- Separate Eats sponsored listings from rider Journey Ads in your plan, because one is high-intent commerce and the other is broader brand reach.