Uber Eats bolsters advertising capabilities with Rokt tech rollout

Australia’s Uber Eats is set to become one of the first country deployments of Rokt’s commerce technology accelerating advertising opportunities on the platform after the martech company struck a partnership with Uber Technologies globally.

Uber, along with US-based cinema giant, AMC Theatres, have become the latest two companies to sign on for Rokt’s machine learning-based offering, which is designed to help a brand customise and deliver offers at the point of digital purchase in order to build new revenue streams. Offers could include direct or third-party advertiser promotions, discounts off next purchase, subscriptions and more.

Uber Eats in Australia, the US, Canada and Japan will initially be rolling out Rokt’s technology in a bid to drive additional ad revenue during the checkout experience. AMC meanwhile, said it’s rolling out Rokt’s technology to drive revenue and customer lifetime value across its online and mobile channels.

Uber Ads general manager, Mark Grether, said growing the digital company’s advertising business is a strategy priority and positioned Rokt as a key tech component that will help realise this ambition. As has been previously reported by multiple news outlets, Uber is looking to rapidly scale up advertising on its platform to create a new revenue stream for the business. Uber boss, Dara Khosrowshahi, has reportedly said he hopes to increase advertising revenue across the delivery division sevenfold by 2024 to US$1 billion.

“This partnership will accelerate our investment in new services designed to fuel the next chapter of advertising across Uber’s in-app and real-world surfaces,” Grether said.

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