Uber Technologies, has formally launched its advertising division and unveiled Uber Journey Ads, an engaging way for brands to connect with consumers throughout the entire ride process. Journey Ads are the latest initiative from a dedicated team formed at Uber this year under advertising veteran Dr. Mark Grether, previously with Amazon Advertising, CEO of Sizmek, and Co-Founder of Xaxis. Leveraging Uber's first-party data and insights across its mobility and delivery businesses presents the world's biggest companies with compelling new surfaces and closed-loop attribution to reach Uber's audience of 122 million monthly active users. With the addition of Journey Ads, Uber has created an engaging model that enables brands to share strategic campaigns across Uber's mobility and delivery businesses, while connecting with consumers in brand-safe and captivating ways. Journey Ads place relevant brand content and offers in front of purchase-minded audiences as they transact throughout their journey – while waiting for their driver and during their trip.

CMO Today delivers the most important news of the day for media and marketing professionals. Companies like Alphabet Inc.'s Google and Meta Platforms Inc.'s Facebook have long recorded users' web behavior to target them with ads. Retailers such as Walmart Inc. and Kroger Co. can track when, where and how you shop for the benefit of brands that advertise with them. Uber has been building its ad business for several years, though most of its growth to date has come from ads placed on the Uber Eats food-delivery app, said Mark Grether, general manager of Uber Advertising. The ride-hailing ad business could grow far larger, Mr. Grether said, especially when self-driving cars become more common.