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Uber expands CPG advertising opportunities

Uber sponsored items
Uber Eats is offering sponsored advertising opportunities.

CPG brands can now directly promote their brand and products via the Uber Eats delivery app.

The company is leveraging the Criteo Commerce Media platform to enable CPG companies to promote their brands and products on the Uber Eats app via a targeted advertising program called Sponsored Items. Uber intends for its new performance advertising capabilities to increase discoverability of relevant products and brands for customers, while driving value for both Uber Eats and its brand partners.

PepsiCo served as Uber’s exclusive beverage alpha partner for Sponsored Items. The CPG company was able to increase visibility for items on Uber Eats across its portfolio of brands, including Gatorade, Pepsi, Doritos, Tostitos and PopCorners.

A number of other retail companies in a variety of verticals also partner with Criteo for integrated targeted advertising programs, including Best Buy and Michaels.

“Uber is uniquely positioned to connect brands with consumers at every stage along the path to purchase," said Travis Colvin, GM of new vertical ads, Uber Eats. “As investment behind commerce media continues to accelerate in 2023 and beyond, we’re focused on broadening our capabilities to enable CPG brands to unlock the full potential of Uber’s advertising platform. We look forward to expanding the portfolio of products we’re making available to our CPG partners in the months ahead.”

“Delivery is no longer restaurant-based – it’s all-things commerce – and Uber is paving the way for the industry by developing advertising solutions that integrate commerce moments into consumers’ daily lives,” said Brian Gleason, chief revenue officer of Criteo. “We’re thrilled to be selected by Uber to bring the best commerce experience to their users, brands and agencies globally.”

"We are always testing, learning, and experimenting with new platforms to become even more savvy and effective across our e-commerce business,” said Alison Dempsey, head of e-commerce customer marketing at PepsiCo. “As a consumer-centric CPG company, we are always focused on reaching people with the right product, in the right place, at the right time. Sponsored Items allows us to connect with Uber customers at the point of purchase, driving awareness and conversion of our brands.”

Uber plans to launch additional advertising formats, surfaces and markets on Uber Eats in the coming months. The offering is currently available in the U.S. and Canada, and will expand internationally by the end of 2023.

[Read more: Is Uber going all in on being an e-commerce platform?]


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