Uber is expanding its ad offerings on Uber Eats, now allowing consumer packaged goods marketers—including PepsiCo—to highlight sponsored products within the app.
PepsiCo was Uber’s exclusive beverage partner for the new Sponsored Items format, allowing the beverage and snacks giant to spotlight its brands including Gatorade, Pepsi, Doritos, Tostitos and PopCorners. Criteo’s Commerce Media Platform will provide the underlying ad technology for the new format.
“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.
Uber seems to be trying to gain some market share in the grocery delivery space. Grocery delivery, and ultra-fast delivery, became popular during the pandemic as consumers looked to minimize their social interactions, such as trips to the grocery store. But the boom didn’t last.