Moving Beyond Direct Sales
Since 2022, Uber’s Journey Ads have given advertisers a unique opportunity to reach riders during highly engaged moments in the Uber app, capturing 100% share of voice during a user’s trip according to Uber. Until 2023, this premium inventory was available exclusively through Uber’s direct sales channels. This limited access for programmatic buyers who plan and activate campaigns through demand-side platforms (DSPs) and programmatic platforms.
With operations in more than 15,000 cities across 70 countries and 199 million monthly active users,1 Uber offers brands global scale and reach. Journey Ads appear across key moments of the ride experience, including booking and trip status screens, allowing brands to connect with riders during natural moments of app engagement.
To expand access and meet growing demand from agencies and programmatic buyers, Uber partnered with Google Ad Manager to make Journey Ads available programmatically.
Programmatic Connectivity through Google Ad Manager
With Google Ad Manager, Uber connected its premium in-app environment to the broader programmatic ecosystem while maintaining control over the quality and user experience of its ad formats.
Uber integrated Google Ad Manager to connect its first-party signals with programmatic buyers in real time. By adapting Google’s native display and video capabilities, Uber ensured Journey Ads fit naturally into the ride experience while maintaining a premium, brand-safe environment. The partnership also enabled Programmatic Guaranteed (PG) deals, allowing agencies and brands to access Journey Ads through the same platforms and demand-side platforms (DSPs) they already use to plan and activate campaigns. Looking ahead, Uber is expected to launch Private Marketplace (PMP) deal capabilities in 2026.2
This approach also allows Uber to maintain its strong first-party data and measurement capabilities while expanding access to programmatic buyers.
The Impact: Global Scale and Enhanced Buyer Value
Opening Journey Ads to programmatic demand created new opportunities for agencies and brands to incorporate Uber into their broader media strategies. Programmatic buyers now gain the same benefits previously available through direct deals with Uber, including access to premium, brand-safe inventory and high quality placements within the Uber app.
Media agencies can now include Journey Ads within their existing programmatic campaigns, making it easier to plan, activate, and scale media alongside other digital channels. This integration drives efficiency by allowing buyers to incorporate Uber's inventory directly into their established programmatic workflows.
Capitalizing on this streamlined access, Uber has launched Programmatic Guaranteed deals across 30+ markets worldwide as of 2026.1 The inventory also delivers proven results: Journey Ads generate up to 7x more attentive seconds than online video, social feed, and mobile display ads, 3 with 80% of Uber users reporting they notice the ads within the app.4
By partnering with Google Ad Manager, Uber has expanded access to its premium Journey Ads inventory at global scale, enabling agencies and brands to reach engaged riders through the platforms and programmatic workflows they already use.
What’s Next
As Uber expands its advertising business, programmatic access to Journey Ads will play a crucial role in helping brands reach riders globally.
By enabling Programmatic Guaranteed and Private Marketplace deals, Uber gives advertisers more flexibility to access premium in-app inventory through the platforms they already use.
Through its ongoing partnership with Google Ad Manager, Uber will continue to scale programmatic access while maintaining the high-quality, brand-safe experiences advertisers expect.