In October 2022, Uber formally launched its advertising division in the U.S. promising in-app ads with the power to grab people’s attention while they waited for a car or tracked a takeout delivery. Now, it’s scaling that business with the appointment of Paul Wright in the U.K.

Wright will join the tech company as its first head of Uber Advertising in the U.K. and Ireland. He brings with him experience from Apple where he lead its now-shelved iAd mobile ad network in EMEA and APAC.