Everyday context, behavioral data, and measurement: Uber Advertising's strategic proposal
Uber Advertising presented its vision for the future of digital advertising at the Accelerate Mexico 2026 event, a space that brought together brands, agencies, and industry leaders to explore the evolution of the market. With four years of continuous operation in the country, the platform's advertising division seeks to consolidate Mexico as a key market in Latin America through the strategic use of mobility and delivery insights.
From superficial attention to real-life context
The company's strategy stems from the need to move beyond mass impression buying to focus on contextual relevance. Through its integrated mobility and delivery ecosystem (Uber and Uber Eats), the platform identifies consumption patterns and daily decisions of millions of users:
- Consumer knowledge: Analysis of journeys, discovery of places, and food orders or supermarket purchases.
- Support in the purchase journey: Integration of creative formats that add value at the moment people make purchasing decisions.
In this regard, Federico Carranza Kopper, Director of Uber Advertising for Latin America, highlighted the importance of connecting with users in real everyday situations:
This new consumer is different, and it's about real life, about how we can impact people's lives and how, through that knowledge and those insights that we will be able to give to clients, they can take advantage of those consumption moments to surprise and continue generating new things in each of the countries.
Direct relationship with advertisers and evolution of the agency ecosystem
Looking ahead to 2027, the firm seeks to deepen collaboration with creative agencies, media agencies, and direct brands to go beyond traditional advertising formats.
For his part, Hernando Cortés, Head of Uber Advertising in Mexico, emphasized the platform's role as a business ally:
We have to play a much more prominent role in understanding what challenges they have so that we can create the best possible tools for them.
From the editorial perspective of next+, the consolidation of advertising networks on mobility and delivery platforms (mobility & retail media networks) represents one of the most solid transformations in the adtech ecosystem. In a digital ad-saturated environment where capturing effective attention is increasingly complex and costly, strategic value migrates to platforms with direct intentionality data in the physical and digital world. For marketing directors, agencies, and commercial leaders, the ability to connect advertising with real-time movement and purchasing habits offers a transparent way to elevate budget efficiency and measure real impact on sales.