Follow in the footsteps of Netflix: Uber will now put advertising in the app to lower charges

Uber It will also put advertising in its applications to reduce the amounts charged to users. The company, which is following in the footsteps of Netflix, will place ads throughout the journey process: before ordering, when the vehicle is about to arrive and during the journey. However, it will be optional.

“The transport company now plans to advertise to users at each point of a journey from the moment they open the app. These ads will potentially appear on multiple screens, bombarding consumers with new products.”, notes Gizmodo.

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The advertisements will be presented throughout the trip and even before boarding the vehicle. “These so-called ‘Ride Ads’ are intended to reach passengers throughout the process of getting an Uber, including requesting the ride, waiting for the ride, and even while sitting in the car.. These will be restricted to a single advertiser, meaning users will see the same product over and over again while simply trying to get from one place to another. The company made it clear that it will use ‘first-party data’ for targeted advertising”, adds the medium.

The company even announced a new advertising division and the decision will also affect Uber Eats. “Uber announced Wednesday [19 de octubre] that its new advertising division also plans to place sponsored listings in the Uber Eats app, post-checkout ads after users place an order, menu ads when you decide on an Uber Eats order, banner ads on the Uber Eats homepage, along with a series of other sponsored emails, shop announcements and more“, Add.

Likewise, these advertisements will appear on the tablets that are in some vehicles “The overwhelmingly long list of new publicity efforts also includes a pilot for host targeted ads on car tablets that are proposed in Los Angeles and San Francisco, California”, assures the portal.

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However, because they are targeted ads, they could present problems with US authorities. “Though Uber may run afoul of regulators over use of geolocation data to advertise to consumers. In August, the FTC sued data broker Kochava, claiming they were breaking the law by selling location data of “hundreds of millions of people.” The location data included visits to addiction recovery centers and reproductive health clinics, which is an especially threatening proposition after the end of abortion protections in Roe v. Wade”, he indicates.

The company ensures that they only use the information provided by users and that their internal policies “prevent” them from using sensitive information from the places that users visit. “An Uber spokesperson told The Wall Street Journal that the company only uses aggregate information from users. Meanwhile, Uber’s general manager for its advertising division, Mark Grether, mentioned that riders can opt out of receiving targeted ads through the Uber app. The company’s advertising policies prevent it from having ads based on visits to reproductive health facilities, as well as medical centers, schools, government buildings, or even ‘adult entertainment’”, he concludes.

Source: Elcomercio

James

I have worked as a journalist for over 10 years and have written for various news outlets. I currently work as an author at 24 News Recorder, mostly covering entertainment news. I have a keen interest in the industry and enjoy writing about the latest news and gossip. I am also a member of the National Association of Journalists.