Uber Advertising expands Programmatic Journey Ads across Europe with Google’s Display & Video 360 and The Trade Desk

European brands, including e.l.f. Beauty and Kérastase, benefit from more accessible premium inventory.

London, UK (12th June 2025) – Today, Uber Advertising announced its premium Journey Ads inventory can be purchased programmatically across European markets. Thanks to partnerships with Google’s Display & Video 360 and The Trade Desk, brands in 10 markets, including the UK, Spain, and France will have access to Programmatic Guaranteed deals on the Uber Rides app. 

Journey Ads reaches consumers at three distinct phases of their trip with immersive display and video execution to extend engagement in alignment with the context of their Uber ride. Since launching in late 2022, Journey Ads has proven to be a key driver of performance well above industry standard, with an average CTR over 3% and an average global view time of over 100 seconds. Last year, Uber Advertising also added video to the Journey Ads format, offering brands another engaging way to tell their stories when reaching a valuable, attentive audience.

Now, programmatic buyers in Europe can also access Uber’s Journey Ads inventory through their preferred demand-side platform. This presents a unique activation opportunity for programmatic buyers as the 100% share of voice execution allows for significant engagement with attentive, high-value audiences that is unparalleled in the programmatic space. Uber’s programmatic offerings allow for self-service activation without sacrificing any of the advantages of the Uber platform: access to our scaled audience and insights paired with brand-safe inventory. Major European brands, including e.l.f. Beauty in the UK and Kérastase in the French market, are already benefiting from the offering. 

Patrick O’Keefe, Chief Integrated Marketing Officer, e.l.f. Beauty, said “e.l.f. is about reaching every eye, lip, and face. That means meeting our customers where they are – and, as you can imagine – that’s often in an Uber. We were all in when it came to Uber Advertising’s Programmatic Journey ads because they gave us a pathway to join the community in key moments of receptivity. We debuted with content focused on our high-flying campaign with Meghan Trainor for Cloud Skin, which was very focused on the traveler. We know our fans and followers want to look their best no matter where they are going, and Uber’s programmatic product has bridged the gap between discovery and action, delivering high-impact creative at scale and at the moments they matter.”

“We know that Journey Ads is a highly engaging product, with major brands achieving unmatched results. Now, by offering programmatic buyers the opportunity to activate inventory via Display & Video 360 and The Trade Desk, there are more ways to reach our audience and deliver successful campaigns,” said Paul Wright, Head of EMEA Sales, Uber Advertising. “In a recent study from Uber Advertising and Lumen Research, we found that ads on Uber generate almost 7 times higher attentive seconds than online video, social in-feed, and mobile display formats. Uber Advertising is committed to meeting our clients’ needs through their preferred buying method, so it’s exciting to see this opportunity rolling out to programmatic buyers across Europe.” 

Display and Video 360 is available across the UK, Spain, Switzerland, Portugal, France, Germany, Netherlands, Ireland, Sweden, and Poland, while The Trade Desk is available in the UK with plans to expand into further European markets over the second half of 2025. 

About Uber

Uber’s mission is to create opportunity through movement. We started in 2010 to solve a simple problem: how do you get access to a ride at the touch of a button? More than 61 billion trips later, we’re building products to get people closer to where they want to be. By changing how people, food, and things move through cities, Uber is a platform that opens up the world to new possibilities.