Uber Advertising launched formally in 2022 and expects to make more than $1 billion in annual revenue this year, up from a $650 million annual revenue run rate last year—thanks in large part to its global reach. The ads business allows brands to promote themselves in Uber’s main rideshare app or its food delivery arm, Uber Eats, which operates in more than 70 and 45 countries, respectively.
The company’s ad business was built under the leadership of Mark Grether, who joined the platform in 2021 from Amazon Ads and moved over to PayPal in June. Uber Advertising is currently co-led by Megan Ramm, head of Americas, and Paul Wright, head of international markets.
In addition to traditional placements like sponsored listing ads and in-app banner ads, Uber started selling its Journey Ads, which show up in the Uber app during a trip, programmatically in June. It also recently partnered with T-Mobile to bring video ads to tablets inside rideshare vehicles, building on the digital out-of-home placements available on top of some rideshare vehicles—similar to classic taxi topper ads.
Ulta Beauty
Executive: Brandi Pitts, svp of brand marketing and media
The beauty retailer formally launched an ad business in 2022 after testing it for a year.
Brandi Pitts, senior vice president of brand marketing and media, leads the group called UB Media and is also responsible for Ulta Beauty’s brand strategy, social media, creative, and media. She is a former marketing exec at Meta and joined Ulta Beauty in 2023.
UB Media heavily leans on Ulta Beauty’s loyalty program which has more than 43 million members. More than 300 advertisers target ads using this data, according to Ulta. Advertisers run ads on Ulta Beauty’s ecommerce site and platforms including Meta, YouTube, and Snap. Ulta is working on developing ad formats for streaming TV this year.
Measurement is also a big part of UB Media’s pitch, and the retailer claims that it can help brands measure return on ad spend and sales.
United
Executive: Richard Nunn, CEO of MileagePlus
