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How Uber will become an ad company, starting with Eats Pool

December 10, 2018 / Zak Stambor

Where there is a discovery in an app, there is paid discovery. Google helped you choose between links, then sold ads that promote a few. Facebook helped you choose between pieces of content, then sold ads that promote a few. And eventually, as Uber helps you choose between restaurants, it will sell ads that promote a few. It could become the marketing platform through which the physical world vies for your attention. We got our first glimpse of this future last week when I reported that Uber Eats was offering restaurants in India bonus visibility in a Specials section if they’d offer discounts on meal bundles to Uber’s customers. Knock some rupees off the price of a sandwich, fries and a drink, and a restaurant wins itself some enhanced discoverability. Whether a chef wants to boost orders during slow hours, get rid of surplus food, preference high-margin items or just score new customers, there are plenty of reasons to pay Uber even if currently only indirectly through dis...